Pengaruh Ulasan Online dan Harga Terhadap Minat Beli dengan Dimediasi Kepercayaan Konsumen Produk Sambal Bu Sandra di Lokapasar Shopee

Anggraini, Apririya (2026) Pengaruh Ulasan Online dan Harga Terhadap Minat Beli dengan Dimediasi Kepercayaan Konsumen Produk Sambal Bu Sandra di Lokapasar Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Intense rivalry among MSME food sellers in online marketplaces demands effective strategies to boost purchase intention. This research examines how online reviews and pricing affect buying interest, with consumer trust serving as a mediator for Sambal Bu Sandra products on Shopee. A quantitative survey method involved 100 respondents selected through purposive sampling. A Likert-scale online questionnaire was analyzed using PLS-SEM with SmartPLS 4.0. The findings reveal that online reviews, price, and consumer trust each have a positive and significant impact on purchase intention. Moreover, both online reviews and price also positively and significantly influence consumer trust. The mediation analysis shows that consumer trust partially mediates the effect of online reviews on buying interest, with a VAF of 29,41%, and also partially mediates the effect of price on buying interest, with a VAF of 22,06%. These results confirm that online reviews, price, and consumer trust are key drivers in encouraging purcha

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Rozci, Fatchur	NIDN0607069501	fatchur_rozci.agribis@upnjatim.ac.id
Thesis advisor	Setyadi, Taufik	NIDN0630086601	taufiksetyadi.agri@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Apririya Anggraini

Date Deposited:

25 Jun 2026 07:42

Last Modified:

25 Jun 2026 07:42

URI:

https://repository.upnjatim.ac.id/id/eprint/54192