Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study aims to examine the effects of Electronic Word of Mouth (E-WOM) and product ratings on purchase decisions, with consumer trust as a mediating variable among Generation Z Shopee users in the Greater Solo area. A quantitative approach with an explanatory research design was employed. Data were collected from 200 respondents through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Electronic Word of Mouth (E-WOM) and product ratings positively and significantly influence both consumer trust and purchase decisions. Consumer trust also has a significant positive effect on purchase decisions and mediates the relationships between Electronic Word of Mouth (E-WOM), product ratings, and purchase decisions. These findings suggest that consumer trust plays an important role in translating digital information into actual purchasing behavior. The study contributes to the understanding of digital consumer behavior by supporting the Stimulus-Organism-Response (SOR) Theory and Signaling Theory in the context of e-commerce. Practically, the findings provide insights for marketplace managers and online sellers to strengthen consumer trust by encouraging credible online reviews and maintaining reliable product rating systems.

Keywords

Electronic Word of Mouth (E-WOM) Ratings Consumer Trust Purchasing Decisions Generation Z

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Fauziah, M. M. R., & Augtiah, I. (2026). The Effect of Electronic Word of Mouth (E-WOM) and Rating on Purchase Decisions with Consumer Trust as a Mediating Variable: A Study of Generation Z on the Shopee Marketplace in Solo Raya. Golden Ratio of Mapping Idea and Literature Format, 6(4), 2709–2718. https://doi.org/10.52970/grmilf.v6i4.2498
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Ahmad, A., Ghani, N. A., & Hamid, S. (2025). Examining the predictors of consumer trust and social commerce engagement: A systematic literature review.
  2. Asih, E. M. (2024). Analisis pada Shopee sebagai e-commerce terpopuler di Indonesia. 2, 73–79.
  3. Ayuni, R. F. (2020). The online shopping habits and e-loyalty of Gen Z as natives in. 8272.
  4. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  5. Farki, A., & Baihaqi, I. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Jurnal Teknik ITS, 5(2), A614–A619.
  6. Filieri, R., Vitari, C., & Raguseo, E. (2020). Extreme negative rating and review helpfulness: The moderating role of product quality.
  7. Firmansyah, F. R., & Arif, M. E. (2023). The role of perceived risk and electronic word of mouth (E-WOM) on purchasing decisions with trust as a mediator. Jurnal Kajian Ilmu. https://jki.ub.ac.id/index.php/jki/article/view/283
  8. Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer.
  9. Herniati, H., Sudarso, E., Warsiningsih, T., Hartono, S. T., & Darmasari, E. (2024). Analisis pengaruh electronic word of mouth, brand image, brand trust terhadap keputusan pembelian pada marketplace Shopee. Jurnal Syntax Admiration, 5(10), 4081–4093. https://doi.org/10.46799/jsa.v5i10.1519
  10. Ingriana, A. (2024). The influence of e-trust on consumer purchasing behavior in e-commerce. 1(3), 1–16.
  11. Spence, M. (2018). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://www.jstor.org/stable/1882010 (2025). 8(1), 1734–1757.
  12. Joy, S. K., & Tjiptodjojo, K. I. (2024). Pengaruh online customer review dan rating terhadap keputusan pembelian yang dimediasi dengan kepercayaan. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 6(2), 76–83. https://doi.org/10.47065/ekuitas.v6i2.6241
  13. Kholil, M. (2024). Pengaruh electronic word of mouth dan persepsi risiko terhadap keputusan pembelian melalui kepercayaan konsumen pada e-commerce Bukalapak, Lazada dan Blibli di Kabupaten Serang. 4, 3214–3230.
  14. Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
  15. Kredibilitas, P., & Kuantitas, D. A. N. (2023). The effect of credibility, quality, and quantity of EWOM on purchase intention. 14(1), 40–57.
  16. Liu, H., Jayawardhena, C., Shukla, P., Osburg, V. S., & Yoganathan, V. (2024). Electronic word of mouth 2.0 (eWOM 2.0): The evolution of eWOM research in the new age. Journal of Business Research, 176, 114587. https://doi.org/10.1016/j.jbusres.2024.114587
  17. Mahmud, S. (2020). Impact of electronic word of mouth on customers' buying intention considering trust as a mediator: A SEM approach. https://doi.org/10.1177/0972150920976345
  18. Marjiyanto, A. E., Prastiwi, S. K., Islam, U., Raden, N., & Said, M. (2025). The influence of electronic word-of-mouth on GoFood purchase decision through brand image and brand trust in. 4(1), 219–242.
  19. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. https://api.semanticscholar.org/CorpusID:143333487
  20. Miranda, P., Rahmiati, F., & Syafinatun, I. (2026). Examining product quality, online reviews, and ratings on purchase decision via customer trust: Evidence from Wardah products. 25(2), 55–70.
  21. Mofokeng, T. E. (2023). Antecedents of trust and customer loyalty in online shopping: The moderating effects of online shopping experience and e-shopping spending. Heliyon, 9(5), e16182. https://doi.org/10.1016/j.heliyon.2023.e16182
  22. Nartea, M. A., & Barrera, R. T. (2024). Impact of digital marketing in purchase decision and buying behaviour of Gen Z. 15(1), 1–18. https://doi.org/10.26623/themessenger.v15i1.2547
  23. Nur, D. S., & Octavia, A. (2022). Pengaruh electronic word of mouth terhadap keputusan pembelian dengan kepercayaan konsumen sebagai mediasi pada marketplace Shopee di Kota Jambi. 11(2), 387–399.
  24. Rachmiani, R., Oktadinna, N. K., & Fauzan, T. R. (2024). The impact of online reviews and ratings on consumer purchasing decisions on e-commerce platforms. International Journal of Management Science and Information Technology, 4(2), 504–515.
  25. Reliability, J., Kosmetik, P., Skintific, M., Customer, M., & Mediasi, S. V. (2025). Reliability journal ilmu manajemen. 2(3). https://doi.org/10.55098/nfs6yd32
  26. Sayfuddin, A. T. M., & Chen, Y. (2021). The signaling and reputational effects of customer ratings on hotel revenues: Evidence from TripAdvisor. International Journal of Hospitality Management, 99, 103065. https://doi.org/10.1016/j.ijhm.2021.103065
  27. Sudaryanto, S., Hanim, A., Rosediana Dewi, I., Kartikasari, A. D., & Rusdiyanto, R. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision of household electronic products at a marketplace: Evidence from Indonesia. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2503093
  28. Thuy, T., Ngo, A., Bui, C. T., Khanh, H., Chau, L., & Phuc, N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168. https://doi.org/10.1016/j.heliyon.2024.e32168
  29. Wahyuningjati, T., & Purwanto, E. (2024). MindVanguard: Beyond behavior exploring the influence of electronic word of mouth and customer reviews on purchase decisions: The mediating role of trust in the Shopee marketplace. 11–28.
  30. Yuni, D. Q. A. (n.d.). Servicescape terhadap trust yang akan memengaruhi purchase intention: Studi kasus marketplace di Indonesia. 225–247.
  31. Zhang, Y., & Wang, S. (2023). The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types. Journal of Retailing and Consumer Services, 74, 103432. https://doi.org/10.1016/j.jretconser.2023.103432