E-Trust dan Online Review sebagai Determinan Keputusan Pembelian Produk Fashion Muslim dengan Pengalaman Belanja sebagai Variabel Intervening pada Platform E-Commerce
DOI:
https://doi.org/10.54065/jss.6.2.2026.1234Keywords:
E-Trust, Online Review, Pengalaman Belanja, Keputusan Pembelian, E-CommerceAbstract
Urgensi dalam penelitian ini adalah semakin canggihnya teknologi tentu memberikan pengaruh besar kepada para industri content creator atau influencer dalam berbisnis secara online. Namun, berjualan secara online tentu banyak yang perlu di perhatikan seperti e-trust dan online review terhadap keputusan konsumen dalam pembelian produk fashion muslim melalui platform e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh e-trust dan online review terhadap keputusan pembelian produk fashion muslim pada platform e-commerce dengan pengalaman belanja sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah konsumen yang pernah membeli produk fashion muslim melalui e-commerce, sedangkan sampel penelitian berjumlah 93 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert lima poin kepada mahasiswa Universitas Bina Insan Lubuklinggau yang pernah melakukan pembelian produk fashion muslim secara online. Data dianalisis menggunakan metode Partial Least Square–Structural Equation Modeling (PLS-SEM) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa e-trust dan online review berpengaruh positif dan signifikan terhadap pengalaman belanja. Selain itu, online review dan pengalaman belanja terbukti berpengaruh signifikan terhadap keputusan pembelian, sedangkan e-trust tidak memiliki pengaruh langsung terhadap keputusan pembelian. Temuan ini juga menunjukkan bahwa pengalaman belanja berperan sebagai variabel intervening dalam hubungan antara e-trust dan online review terhadap keputusan pembelian produk fashion muslim pada platform e-commerce.
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