Ulasan dan rating pelanggan online sebagai pendorong utama niat pembelian: Peran mediasi kepercayaan

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Diterbitkan: Nov 14, 2025
DOI: https://doi.org/10.28932/jmm.v25i1.13336
Kata Kunci:
online customer ratings, online customer reviews, purchase intention, trust kepercayaan, niat pembelian, rating pelanggan online, ulasan pelanggan online

Isi Artikel Utama

Eliya Azis
Program Studi Magister Manajemen, Sekolah Pascasarjana, Universitas Terbuka
Arthur Sitaniapessy
Politeknik Negeri Ambon
Weni Novandari
Universitas Jenderal Soedirman

Abstrak

Temuan terkait hubungan antara efek ulasan dan rating pelanggan online pada niat pembelian, dengan kepercayaan sebagai mediasi, masih berbeda atau terdapat inkonsistensi. Sementara itu, bisnis digital memanfaatkan ulasan dan rating pelanggan online sebagai faktor dalam penentuan keputusan pembelian konsumen dan taktik pemasaran. Studi ini berupaya untuk menguji dampak ulasan dan rating pelanggan online melalui mediasi kepercayaan terhadap niat pembelian pada konsumen smartphone di official store Shopee Indonesia. Dengan pendekatan kuantitatif, data melibatkan 209 orang responden yang pernah berbelanja di Shopee. Metode non-probability sampling dan teknik purposive sampling yang diterapkan untuk memperoleh sampel, dengan PLS-SEM yang diaplikasikan dalam analisis data. Studi ini mengidentifikasi bahwa tidak terdapat efek langsung yang signifikan dari ulasan pelanggan online pada niat pembelian, sehingga berbeda dengan penelitian-penelitian terdahulu terkait efek langsung positif dan signifikan dari hubungan tersebut. Studi ini mengungkap bahwa terdapat efek tidak langsung ulasan pelanggan online pada niat pembelian melalui mediasi kepercayaan secara penuh, dan terdapat efek tidak langsung rating pelanggan online pada niat pembelian melalui mediasi kepercayaan secara parsial. Studi ini menegaskan bahwasanya ulasan dan rating yang diberikan oleh pelanggan secara online, merupakan pengaruh sosial yang membentuk persepsi konsumen terhadap kepercayaan pada produk dan penjual di e-commerce, dengan berlandaskan pada Social Influence Theory. Oleh sebab itu, untuk membangun kepercayaan konsumen, bisnis digital perlu dengan aktif mengontrol dan menanggapi ulasan dan rating pelanggan. Selain itu, untuk menjaga informasi yang berkualitas, platform e-commerce perlu menyediakan fitur yang memudahkan pelanggan memberikan umpan balik yang jujur dan relevan, serta menyaring ulasan yang tidak kredibel.

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Azis, E., Sitaniapessy, A. ., & Novandari, W. (2025). Ulasan dan rating pelanggan online sebagai pendorong utama niat pembelian: Peran mediasi kepercayaan. Jurnal Manajemen Maranatha, 25(1), 81–98. https://doi.org/10.28932/jmm.v25i1.13336
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Vol 25 No 1 (2025): Jurnal Manajemen Maranatha
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