Pengaruh Mediasi Customer Trust Dalam Pengaruh Affiliate Marketing Dan Online Customer Rating Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Shopee Di Kota Surabaya

Putri, Viona Rosalinda Dwi (2025) Pengaruh Mediasi Customer Trust Dalam Pengaruh Affiliate Marketing Dan Online Customer Rating Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Shopee Di Kota Surabaya. Masters thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the role of customer trust in mediating the influence of affiliate marketing and online customer ratings on purchase decisions for fashion products among Shopee users in Surabaya. This research is driven by the growing importance of digital factors in purchasing decisions on e-commerce platforms, particularly Shopee, where affiliate marketing and online customer ratings are key elements. The research method employed is a quantitative approach, with data collected through questionnaires distributed to 100 respondents who are Shopee users in Surabaya. Data analysis was conducted using the Partial Least Squares (PLS) method to test direct relationships and mediation effects among variables, namely affiliate marketing, online customer rating, customer trust, and purchase decision. Validity and reliability tests of the instruments were also performed to ensure the accuracy of variable measurements in the research model. This study indicates that affiliate marketing does not directly drive consumers to purchase products. However, customer trust serves as the primary bridge linking affiliate marketing to purchase decisions. In other words, promotions through affiliates are less effective without trust. Furthermore, customer trust plays a vital role in linking online customer ratings to purchase decisions. Positive ratings from other buyers enhance trust in the product and seller. This trust subsequently encourages consumers to feel more confident and determined in deciding to purchase Shopee fashion products in Surabaya.

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Pertiwi, Tri Kartika	NIDN0020046307	tri.pertiwi.mnj@upnjatim.ac.id
Thesis advisor	Haryana, Nanik	NIDN2110108701	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economics

Divisions:

Faculty of Economic and Business > Magister Management

Depositing User:

VIONA ROSALINDA DWI PUTRI

Date Deposited:

08 Dec 2025 08:04

Last Modified:

08 Dec 2025 08:11

URI:

https://repository.upnjatim.ac.id/id/eprint/48264