E-trust dan online review sebagai determinan keputusan pembelian produk fashion muslim dengan pengalaman belanja sevagai variabel intervening

Tiansi Safitri Tiansi Safitri; Ronal Aprianto; Azhar Azhar; Surajiyo Surajiyo

doi:10.30640/ekonomika45.v13i2.5787

Authors

Tiansi Safitri Tiansi Safitri Universitas Bina Insan Lubuklinggau
Ronal Aprianto Universitas Bina Insan Lubuklinggau
Azhar Azhar Universitas Bina Insan Lubuklinggau
Surajiyo Surajiyo Universitas Bina Insan Lubuklinggau

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.5787

Keywords:

E-Trust, Online Reviews, Purchasing Decisions, Shopping Experience, Muslim Fashion

Abstract

This study aims to evaluate the impact of e-trust and online reviews on purchasing decisions for Muslim fashion products through e-commerce platforms, with shopping experience as an intervening variable. The research used a quantitative approach, using a survey method. A Likert-scale questionnaire was administered to 93 undergraduate students at Bina Insan University, Lubuklinggau, who had purchased Muslim fashion products online. Data analysis was conducted using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The study findings revealed that e-trust and online reviews separately have a positive and significant influence on shopping experience. Furthermore, online reviews and shopping experience were shown to contribute positively and significantly to purchasing decisions, while e-trust did not demonstrate a significant direct influence on these decisions. Overall, e-trust and online reviews simultaneously demonstrated a significant influence on purchasing decisions. Furthermore, shopping experience was shown to function as an intervening variable influencing the relationship between e-trust and online reviews on purchasing decisions. These results confirm that shopping experience is an important element that strengthens the role of e-trust and online reviews in facilitating online purchasing decisions for Muslim fashion products.

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