Pengaruh User Generated Content, Online Customer Review, Dan Online Customer Rating Terhadap Purchase Intention Pada Produk Fashion Wanita Di Shopee (Studi Pada Generasi Z Di Kota Surabaya)
DOI:
https://doi.org/10.61722/jiem.v4i7.12186Keywords:
User Generated Content, Online Customer Review, Online Customer Rating, Purchase Intention, Generasi ZAbstract
Penelitian ini menganalisis pengaruh User Generated Content, Online Customer Review, dan Online Customer Rating terhadap Purchase Intention pada produk fashion celana wanita di Shopee, dengan fokus pada Generasi Z di Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei kuesioner terhadap 190 responden wanita Generasi Z berusia 17-27 tahun, ditentukan melalui purposive sampling, berlandaskan Elaboration Likelihood Model (ELM). Data dianalisis menggunakan regresi linear berganda. Hasil menunjukkan ketiga variabel berpengaruh positif dan signifikan terhadap Purchase Intention (sig<0,05), dengan Online Customer Rating sebagai variabel paling dominan. Model regresi dinyatakan layak, dengan R Square sebesar 0,504.
References
Ahdiat, A. (2025). E-Commerce Sumbang 72% Ekonomi Digital Indonesia pada 2025. Databoks Katadata.
Anisa, D. K., & Marlena, N. (2022). Pengaruh User Generated Content dan E-WOM pada Aplikasi TikTok terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), 207–218.
APJII. (2025). Survei Penetrasi Internet dan Perilaku Penggunaan Internet 2025. Asosiasi Penyelenggara Jasa Internet Indonesia (APJII).
Chen, K., Zhang, W., & Jiang, P. (2022). Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students. Behavioral Sciences, 12(12), 499. https://doi.org/10.3390/bs12120499
Fauzi, S., & Lina, L. F. (2021). Peran Foto Produk, Online Costumer Review, Online Customer Rating Minat Beli Konsumen Di E-Commerce. 2(1).
Febiola, I., Safitri, R., & Kriyantono, R. (2025). Kajian Pesan antara Rute Sentral dan Periferal pada Iklan Billboard Gojek terhadap Sikap Konsumen. Ranah Research: Journal of Multidisciplinary Research and Development, 7(3). https://doi.org/10.38035/rrj.v7i3
Ghozali. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F. J., 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: A Workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
Jakpat. (2024). Fashion Buying: The Present and the Future. PT Jakpat Mobile Survey Platform.
Kim, J. M., Park, K. K., & Mariani, M. M. (2023). The different effects of credible and less credible online reviews on purchase decisions. Journal of Business Research, 154, 113377. https://doi.org/10.1016/j.jbusres.2022.113377
Kredivo, & Center, K. I. (2023). Laporan Perilaku Konsumen e-Commerce Indonesia 2023: Pemulihan Ekonomi dan Tren Belanja Pasca Pandemi. Kredivo dan Katadata Insight Center.
Kusuma, L. M., Wipudiari, M. B., Sekar, K., & Enshito, R. (2023). Pengaruh Influencer , User Generated Content , Brand Image Terhadap Purchase Intention Produk Skintific Di Media Sosial. 2(2), 17–26.
Larasati, L., & Purmono, B. B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable. JEMBA: Journal of Economics, Management, Business and Accounting, 1(3), 1–24. https://doi.org/10.54783/jemba.v1i3.15
Li, Q., Park, J., & Kim, J. (2023). Impact of information consistency in online reviews on consumer behavior in the e-commerce industry: A text mining approach. Data Technologies and Applications. https://doi.org/10.1108/DTA-08-2022-0342
Lubis, A. N., Karina, B., Sembiring, F., & Utara, U. S. (2025). User-Generated Content and Viral Marketing Effects on Purchase Intention : The Moderating Role of Product Knowledge among Gen. 4(6), 2813–2830.
Manurung, Z. M., & Rusdianto, R. Y. (2025). The Influence of User-Generated Content (UGC), Electronic Word of Mouth (E-WOM), and Perceived Product Quality on Purchase Intention of Somethinc Products (Case Study on Followers of TikTok @Somethincofficial). Indonesian Interdisciplinary Journal of Sharia Economics, 8(3), 7553–7565. https://doi.org/10.31538/iijse.v8i3.6841
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User Generated Content Presenting Brands on Social Media Increases Young Adults’ Purchase Intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447
Moradi, M., & Zihagh, F. (2022). A meta-analysis of the elaboration likelihood model in the electronic word of mouth literature. (February), 1900–1918. https://doi.org/10.1111/ijcs.12814
Mulyarahman, M. K. (2023). Minat Beli Generasi Z terhadap Fashion di E-Commerce. Selekta ManTY - BOOK TI - Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook AU - Hair, Joseph F. Jr. AU - Hult, G. Tomas M. AU - Ringle, Christian M. AU - Sarstedt, Marko AU - Danks, Nicholas P. AU - Ray, Soumya PY - 2021 PB, 2(5), 1–18.
Nestler, A., Karessli, N., Hajjar, K., Weffer, R., & Shirvany, R. (2021). SizeFlags: Reducing Size and Fit Related Returns in Fashion E-Commerce. Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’21), 1–9. https://doi.org/10.1145/3447548.3467160
Nguyen, H. M., Liu, S. H., Nguyen, A. P., Le, B. T. D., & Le, T. Q. G. (2023). The impact of TikTok UGC videos on online purchase intention: Mediating role of cognitive states. Pacific Asia Journal of the Association for Information Systems, xx(x), xx–xx. https://doi.org/10.17705/1pais.xxxxx
Nguyen, H., & Tang, T. (2025). The Influence of Online Customer Reviews on Purchase Intention Toward Fresh Food via Mobile Applications: The Mediating Role of Consumer Attitude. HCMCOUJS - Economics and Business Administration, 15(2), 128–151. https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.3090.2025
Noventi, M. P., & Thaib, I. (2025). Pengaruh Celebrity Endorsement dan User-Generated Content (UGC) Terhadap Purchase Intention Produk Avoskin Beauty di Kota Padang dengan Brand Image Sebagai Variabel Mediasi. Indonesian Journal of Digital Business, 5(1), 223–234. https://doi.org/10.17509/ijdb.v5i1.84645
Nurillah, S. L., Aini, Z. N., Timur, Y. P., & Widiastuti, T. (2022). Online Review And Rating On Consumer Purchase Intention : The Moderating Role Of Religiosity. 32(2), 160–175. https://doi.org/10.20473/jeba.V32I22022.160-175
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model Of Persuasion. 19.
Pramesti, K. D., & Alversia, Y. (2024). The Influence of Attitude Toward User Generated Content (UGC) in TikTok on Purchase Intention. In Proceedings of the Global Conference on Business Management and Entrepreneurship (GCBME 2022) (Vol. 255, pp. 630–639). Atlantis Press. https://doi.org/10.2991/978-94-6463-234-7_66
Pramudita, A. S. (2024). How Reviews and Ratings Influence Consumer Purchase Intentions in Indonesian E- Commerce. 14(2), 10–17.
Prianika, G. G. P., & Bertuah, E. (2023). The Effect of Rating, Online Consumer Review and Sales Promotion on Purchase Intention on the Gofood Application. Formosa Journal of Sustainable Research, 2(3), 565–590. https://doi.org/10.55927/fjsr.v2i3.3477
Rahayu, A., Utama, D. H., & Novianty, R. (2021). The Impact of Online Customer Reviews on Purchase Intention in Online Marketplace. 187(Gcbme 2020), 471–477.
Shihy, D. El, & Awaad, S. (2025). Leveraging social media for sustainable fashion : how brand and user ‑ generated content influence Gen Z ’ s purchase intentions. Future Business Journal, 3. https://doi.org/10.1186/s43093-025-00529-3
Silva, S. C., Rocha, T. V., Cicco, R. De, Galhanone, R. F., Tari, L., & Ferreira, M. (2021). Journal of Retailing and Consumer Services Need for touch and haptic imagery : An investigation in online fashion shopping. Journal of Retailing and Consumer Services, 59(November 2020), 102378. https://doi.org/10.1016/j.jretconser.2020.102378
Suryani, M., Adawiyah, N. N., & Syahputri, E. B. (2022). The Influence of Social Media Marketing and Electronic Word of Mouth on Purchase Intention. Formosa Journal of Multidisciplinary Research, 1(1), 1–12. https://doi.org/10.55927/fjmr.v1i1.416
Suryawan, T. G. A. W. K., Sumerta, I. K., Vatara, I. G. A., & Abdullah, S. (2022). The Impact of Online Reviews and Ratings toward Shopee’s Customer Purchase Intention in Gianyar Regency. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 13(3), 176–192. https://doi.org/10.18196/jbti.v13i3.16655
Ulfaida, I. N., Savitri, C., & Faddila, S. P. (2023). Pengaruh Online Customer Review Dan Rating Toko Terhadap Minat Pembelian Produk Whitelab Di Marketplace Tokopedia Pada Generasi Y. 4(5).
Vijayashri, M., & Gurme, M. (2025). Online Customer Reviews And Ratings Correlation : Purchasing Intention. (April), 53–59.
Wang, J. (2024). The Impact of Social Media on Consumer Purchase Intention. In Advances in Economics, Business and Management Research. Atlantis Press. https://doi.org/10.54254/2754-1169/85/20240848
Zygmont, C. S. (2023). Managing the Assumption of Normality within the General Linear Model with Small Samples: Guidelines for Researchers Regarding If, When and How. The Quantitative Methods for Psychology, 19(4), 302–332. https://doi.org/10.20982/tqmp.19.4.p302
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
