Peran Kredibilitas sebagai Mediasi Pengaruh Online Customer Review dan Kualitas Produk terhadap Keputusan Pembelian pada Pengguna Platform Shopee

Nur Nilam Sari; Weni Novandri; Larisa Pradisti

doi:10.31004/riggs.v5i2.1246

Authors

Nur Nilam Sari Universitas Jenderal Soedirman
Weni Novandri Universitas Jenderal Soedirman
Larisa Pradisti Universitas Jenderal Soedirman

DOI:

https://doi.org/10.31004/riggs.v5i2.1246

Keywords:

Online Customer Review, Kualitas Produk, Kredibilitas, Keputusan Pembelian, SOR, Shopee

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Online Customer Review dan Kualitas Produk terhadap Keputusan Pembelian, dengan Kredibilitas sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif eksplanatori, dengan penyebaran kuesioner kepada 100 pengguna aktif Shopee yang pernah membeli produk UMKM. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Penelitian ini berlandaskan teori Stimulus–Organism–Response (SOR), di mana OCR dan kualitas produk diposisikan sebagai stimulus, kredibilitas sebagai organism, dan keputusan pembelian sebagai respons. Hasil menunjukkan bahwa OCR dan kualitas produk berpengaruh positif terhadap kredibilitas dan keputusan pembelian. Kredibilitas juga terbukti memediasi hubungan antara OCR dan kualitas produk terhadap keputusan pembelian. Temuan ini menekankan pentingnya pengelolaan ulasan dan kualitas produk yang kredibel untuk mendorong keputusan pembelian, terutama dalam konteks digital bagi pelaku UMKM di platform e-commerce.

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