PENGARUH KUALITAS INFORMASI DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI SHOPEE MELALUI KEPERCAYAAN KONSUMEN

SILVIANA EKA SAPUTRI, . (2025) PENGARUH KUALITAS INFORMASI DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI SHOPEE MELALUI KEPERCAYAAN KONSUMEN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan e-commerce di Indonesia mendorong perubahan perilaku belanja konsumen, termasuk dalam pembelian smartphone di Shopee. Dalam proses tersebut, kualitas informasi dan electronic word of mouth menjadi faktor penting dalam keputusan pembelian melalui kepercayaan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas informasi dan electronic word of mouth terhadap keputusan pembelian smartphone di Shopee, baik secara langsung maupun melalui kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Sampel penelitian ini adalah individu berusia di atas 17 tahun, berdomisili di Jabodetabek, dan pernah membeli smartphone dalam satu tahun terakhir, dengan jumlah sampel sebanyak 266 responden. Teknik analisis data menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel penelitian. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Kualitas informasi dan electronic word of mouth terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui mediasi kepercayaan konsumen. berdasarkan temuan tersebut, penelitian merekomendasikan agar penjual smartphone di Shopee meningkatkan kualitas informasi produk meliputi kejelasan, akurasi, kelengkapan, dan keterkinian informasi, serta mengelola ulasan konsumen secara optimal untuk mendorong terciptanya electronic word of mouth positif sehingga dapat meningkatkan kepercayaan konsumen dan keputusan pembelian. ***** The growth of e-commerce in Indonesia has significantly influenced consumer shopping behavior, including smartphone purchases on Shopee. In this context, information quality and electronic word of mouth (e-WOM) play important roles in shaping purchasing decisions through consumer trust. This study aims to analyze the influence of information quality and electronic word of mouth on smartphone purchasing decisions on Shopee, both directly and indirectly through consumer trust as a mediating variable. This research employed a quantitative method with a survey approach. The unit of analysis consisted of individuals aged over 17 years, residing in the Jabodetabek area, and having purchased a smartphone on Shopee within the past year, resulting in a total sample of 266 respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine the relationships among the research variables. The findings indicate that all proposed hypotheses were supported. Information quality and electronic word of mouth have a positive and significant effect on purchasing decisions, both directly and through the mediation of consumer trust. Based on these results, the study recommends that smartphone sellers on Shopee enhance the quality of product information—particularly in terms of clarity, accuracy, completeness, and timeliness—and effectively manage consumer reviews to foster positive electronic word of mouth, thereby increasing consumer trust and purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Silviana Eka Saputri .
Date Deposited:	09 Feb 2026 04:50
Last Modified:	09 Feb 2026 04:50
URI:	http://repository.unj.ac.id/id/eprint/65081

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