Pengaruh Motivation Information Needs, E-Wom Quality, Dan E-Wom Source Credibility Terhadap Purchase Intention Di E-Commerce Produk Fashion

Nurrofiq, Ihtifazhuddin Putra (2026) Pengaruh Motivation Information Needs, E-Wom Quality, Dan E-Wom Source Credibility Terhadap Purchase Intention Di E-Commerce Produk Fashion. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan e-commerce di Indonesia yang mencapai lebih dari 189 juta pengguna aktif pada tahun 2025 mendorong konsumen semakin bergantung pada ulasan sesama konsumen sebelum membeli produk fashion secara online, terutama di Shopee sebagai platform dengan pangsa pasar terbesar di Indonesia. Penelitian ini menganalisis pengaruh Motivation (information Needs), e-WOM Quality, dan e-WOM Source Credibility terhadap Purchase Intention pada produk fashion berupa baju dan celana di Shopee, dengan Usefulness of Information, Attitude Toward Product, dan Information Adoption sebagai variabel mediasi. Kuesioner disebarkan secara online pada 17 Juni 2026 menggunakan Teknik purposive sampling dan berhasil menjaring 260 responden (95,8% pengguna aktif Shopee), data kemudian dianalisis dengan Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Hasil menunjukkan delapan dari sembilan hipotesis terbukti berpengaruh positif dan signifikan, sedangkan pengaruh Usefulness of Information terhadap Attitude Toward Product tidak signifikan,. Information Adoption terbukti menjadi jalur terkuat menuju Purchase Intention, menegaskan bahwa proses adopsi informasi konsumen menjadi mekanisme paling menentukan dalam pembentukan niat beli. Temuan ini diharapkan memberi implikasi praktis bagi penjual dan pengelola Shopee dalam merancang sistem ulasan yang lebih berkualitas, kredibel, dan informatif.
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The growth of e-commerce in Indonesia, reaching more than 189 million active users in 2025, has driven consumers to increasingly rely on peer reviews before purchasing fashion products online, particularly on Shopee, Indonesia's largest e-commerce platform. This study analyzes the influence of Motivation (Information Needs), e-WOM Quality, and e-WOM Source Credibility on Purchase Intention for fashion products on Shopee, with Usefulness of Information, Attitude Toward Product, and Information Adoption as mediating variables. The questionnaire was distributed online on 17 June 2026 using purposive sampling, obtaining 260 respondents (95.8% active Shopee users), analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS. The results show that eight of nine hypotheses had a positive and significant effect, while the effect of Usefulness of Information on Attitude Toward Product was insignificant. Information Adoption proved to be the strongest path toward Purchase Intention, confirming that consumers' information adoption process is the most decisive mechanism shaping purchase intention. These findings are expected to provide practical implications for sellers and Shopee's platform managers in designing a more qualified, credible, and informative review system.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Motivation (Information Needs) e-WOM Quality, e-WOM Source Credibility, Purchase Intention, Usefulness of Information, Attitude Toward Product, E-commerce, Fashion
Subjects:	A General Works > AI Indexes (General) A General Works > AI Indexes (General) H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ihtifazhuddin Putra Nurrofiq
Date Deposited:	31 Jul 2026 20:29
Last Modified:	31 Jul 2026 20:29
URI:	http://repository.its.ac.id/id/eprint/142831

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