PENGARUH FAKE BUYER DAN FAKE REVIEW TERHADAP PURCHASE INTENTION PRODUK FASHION PADA MARKETPLACE SHOPEE DENGAN TRUST SEBAGAI VARIABEL INTERVENING
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Rafida Aviola Hana Fauziya(1*)
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta
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Muzakar Isa(2)
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta
(*) Corresponding Author
Keywords:
Fake Buyer, Fake Review, Purchase Intention, Trust
Abstract
This study aims to determine the effect of fake buyers and fake reviews with trust as a mediating variable on purchase intention. This study employs a quantitative research approach, drawing on a sample of 105 sellers from the Shopee marketplace. Data collection was conducted through the distribution of online questionnaires via Google Forms, with each question item evaluated using a Likert scale. For data analysis, the Partial Least Squares (PLS) method was utilized, and processed through the SmartPLS 4 software. The findings reveal that both fake buyers and fake reviews exert a positive impact on consumer trust. Furthermore, fake buyers and consumer trust influence purchase intention, whereas fake reviews do not directly affect purchase intention. However, trust plays a mediating role in the relationship between fake buyers and fake reviews with purchase intention. These results underscore the pivotal role of trust as a mediator in the dynamics between fake buyers, fake reviews, and purchase intention. Sellers should not only rely on short-term tactics such as fake buyers and fake reviews but also implement sustainable and ethical marketing strategies to build long-term consumer trust and loyalty.
Keywords: Fake Buyer; Fake Review; Purchase Intention; Trust
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References
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https://doi.org/10.3390/ijerph16061037
Nur, A. A. Y., & Kuswati, R. (2023). E-wallet Adoption in The Covid-19 Period: The Roles Of Perceived Benefits As Mediating Variabel. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 23–34. https://doi.org/10.33476/jobs.v4i1.3604
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https://doi.org/10.37284/eajis.7.1.1799
Pramesti, E. A., & Kuswati, R. (2024). Journal of Business and Management Studies Innovative Approaches and Entrepreneurial Intentions: Analyzing Indonesia’s Youth through the Theory of Planned Behavior. https://doi.org/10.32996/jbms
Pramudya, A. K., Sudiro, A., & Sunaryo, S. (2018). the Role of Customer Trust in Mediating Influence of Brand Image and Brand Awareness of the Purchase Intention in Airline Tickets Online. Jurnal Aplikasi Manajemen, 16(2), 224–233. https://doi.org/10.21776/ub.jam.2018.016.02.05
Prijana, P. (2015). Internet Dan Gaya Fashion Mahasiswa. Jurnal Kajian Informasi Dan Perpustakaan, 3(2), 283. https://doi.org/10.24198/jkip.v3i2.11590
Qiu, L., Pang, J., & Lim, K. H. (2012). Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence. Decision Support Systems, 54(1), 631–643.
https://doi.org/10.1016/j.dss.2012.08.020
Rahmanian, E., & Abomolouki, H. (2021). Mobile Application Purchase: Comparison of Utilitarian Features between Users and Non-users. Asian Journal of Media and Communication, 5(1), 37–59. Https://Doi.Org/10.20885/Asjmc.Vol5.Iss1.Art3
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Wicaksono, D. S., Ruhamak, M. D., & Yap, N. (2023). The Effect Ease Of Use And Perceived Risk On Purchasing Decisions On Marketplace Shopee. Jurnal Studi Manajemen Dan Bisnis, 10(2), 208–214. https://doi.org/10.21107/jsmb.v10i2.20895
Wu, Y., Ngai, E. W. T., Wu, P., & Wu, C. (2020). Fake online reviews: Literature review, synthesis, and directions for future research. Decision Support Systems, 132(February), 113280. https://doi.org/10.1016/j.dss.2020.113280
Zhao, J. Di, Huang, J. S., & Su, S. (2019). The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 50(January), 42–49.
https://doi.org/10.1016/j.jretconser.2019.04.014
https://doi.org/10.24036/mms.v3i4.457
Bougie, R., & Sekaran, U. (2017). Metode Penelitian Untuk Bisnis: Pendekatan Pengembangan-Keahlian (ke 6). Alfabeta.
Cao, C. (2023). The Impact of Fake Reviews of Online Goods on Consumers. BCP Business & Management, 39, 420–425. https://doi.org/10.54691/bcpbm.v39i.4208
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Das, R., Ahmed, W., Sharma, K., Hardey, M., Dwivedi, Y. K., Zhang, Z., Apostolidis, C., & Filieri, R. (2024). Towards the development of an explainable e-commerce fake review index: An attribute analytics approach. European Journal of Operational Research, xxxx. https://doi.org/10.1016/j.ejor.2024.03.008
Ding, S., Lin, J., & Zhang, Z. (2020). Influences of reference group on users’ purchase intentions in network communities: From the perspective of trial purchase and upgrade purchase. Sustainability (Switzerland), 12(24), 1–18.
https://doi.org/10.3390/su122410619
Dominique, A., Andoy, G., Antonio, J., Beriña, C., Jan, ✉, Querubin, E. S., Jun, A., & Grimaldo, R. (2022). Journal of Business and Management Studies The Effects of Online Reviews on Purchase Intention in the Shopee Fashion Industry. https://doi.org/10.32996/jbms
Eriyanti, P., & Ardhiyansyah, A. (2023). The influence of trust, convenience, and quality information on purchase decisions at marketplace shopee in Sukabumi. Insight Management Journal, 3(2), 48–55. https://doi.org/10.47065/imj.v3i2.226
Fahrozi, R., Rahmawati, D., Muldani, V., & Saddam, M. (2022). The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace. http://creativecommons.org/licenses/by/4.0/
Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58, 46–64. https://doi.org/10.1016/j.annals.2015.12.019
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927–939. https://doi.org/10.1016/j.ijinfomgt.2013.08.007
Ibnu , F. S. F., & Nuryulia, A. (2020). The Effect of Marketplace on China Smartphone Consumer Satisfaction in the Official Store and Black Market in Surakarta.
Ilhamalimy, R. R., & Ali, H. (2021). Model Perceived Risk And Trust: E-Wom And Purchase Intention (The Role Of Trust Mediating In Online Shopping In Shopee Indonesia). 2(2). https://doi.org/10.31933/dijdbm.v2i2
Isa, M., Robingatun, D., Program, I., Manajemen, S., Ekonomi, F., & Bisnis, D. (2019). Analisis Perilaku Konsumen Dalam Keputusan Pembelian Makanan Di Kota Surakarta. Https://Doi.Org/10.23917/Dayasaing.V21i2.9326
Jin, C., Yang, L., & Hosanagar, K. (2023b). To Brush or Not to Brush: Product Rankings, Consumer Search, and Fake Orders. Information Systems Research, 34(2), 532–552. https://doi.org/10.1287/isre.2022.1128
Kuswati, R., Putro, W. T., Mukharomah, W., & Isa, M. (2021). The Effects of Brand Image on Consumer Loyalty: The Role of Consumer Satisfaction and Brand Trust as Intervening Variables. Urecol Journal. Part B: Economics and Business, 1(2), 58–71. https://doi.org/10.53017/ujeb.91
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(February), 114587.
https://doi.org/10.1016/j.jbusres.2024.114587
Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers. https://doi.org/10.1108/YC-05-2023-1749
Mala, I. K., Sudarmiatin, & Wardana, L. W. (2023). The Effect of Social Media Marketing, E-WoM on Purchase Intention Mediated by Brand Image and Brand Trust: Halal Product FnB MSMEs in Malang City. Indonesian Journal of Business Analytics, 3(5), 1939–1956. https://doi.org/10.55927/ijba.v3i5.6358
Mappeaty Sudirman, M., Aisjah, S., & Rohman, F. (2022). The antecedents of repurchase intention in the Indonesian e-commerce marketplace mediating role of trust. International Journal of Research in Business and Social Science (2147- 4478), 11(8), 01–10. https://doi.org/10.20525/ijrbs.v11i8.2149
Maslatun, N. & Sulistyowati, T. (2022). Gaya hidup konsumtif mahasiswi dalam trend fashion (studi kasus mahasiswi jurusan manajemen Universitas Islam Lamongan). Jurnal Sosial Humaniora Terapan, 4(2), 86–96.
Meliana, P. R., Rianto, M. R., & Woestho, C. (2024). The Effect Of E-Wom, Brand Image, Mediated By Trust On Shopee Consumer Purchase Intention (Study On Generation X Of Teluk Pucung Village). In Indonesian Journal of Economics and Strategic Management (IJESM) (Vol. 2, Issue 3).
Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6).
https://doi.org/10.3390/ijerph16061037
Nur, A. A. Y., & Kuswati, R. (2023). E-wallet Adoption in The Covid-19 Period: The Roles Of Perceived Benefits As Mediating Variabel. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 23–34. https://doi.org/10.33476/jobs.v4i1.3604
Panju, M. (2024). What Goes Around Comes Around?: The Sustainability Paradox of Second-Hand Clothing Marketplaces in a Cross-Cultural Context. East African Journal of Interdisciplinary Studies, 7(1), 1–27.
https://doi.org/10.37284/eajis.7.1.1799
Pramesti, E. A., & Kuswati, R. (2024). Journal of Business and Management Studies Innovative Approaches and Entrepreneurial Intentions: Analyzing Indonesia’s Youth through the Theory of Planned Behavior. https://doi.org/10.32996/jbms
Pramudya, A. K., Sudiro, A., & Sunaryo, S. (2018). the Role of Customer Trust in Mediating Influence of Brand Image and Brand Awareness of the Purchase Intention in Airline Tickets Online. Jurnal Aplikasi Manajemen, 16(2), 224–233. https://doi.org/10.21776/ub.jam.2018.016.02.05
Prijana, P. (2015). Internet Dan Gaya Fashion Mahasiswa. Jurnal Kajian Informasi Dan Perpustakaan, 3(2), 283. https://doi.org/10.24198/jkip.v3i2.11590
Qiu, L., Pang, J., & Lim, K. H. (2012). Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence. Decision Support Systems, 54(1), 631–643.
https://doi.org/10.1016/j.dss.2012.08.020
Rahmanian, E., & Abomolouki, H. (2021). Mobile Application Purchase: Comparison of Utilitarian Features between Users and Non-users. Asian Journal of Media and Communication, 5(1), 37–59. Https://Doi.Org/10.20885/Asjmc.Vol5.Iss1.Art3
Sarwono, J. (2006). Metode Penelitian Kuantitatif Dan Kualitatif (Edisi Pert). Graha Ilmu.
Sekaran, U., & Bougie, R. (2016). pdf Research Methods For Business : A Skill-Building Approach. In Sekaran dan Bougie (6th ed.). Alfabeta.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (Cetakan ke). ALFABETA.
Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091262
Wicaksono, D. S., Ruhamak, M. D., & Yap, N. (2023). The Effect Ease Of Use And Perceived Risk On Purchasing Decisions On Marketplace Shopee. Jurnal Studi Manajemen Dan Bisnis, 10(2), 208–214. https://doi.org/10.21107/jsmb.v10i2.20895
Wu, Y., Ngai, E. W. T., Wu, P., & Wu, C. (2020). Fake online reviews: Literature review, synthesis, and directions for future research. Decision Support Systems, 132(February), 113280. https://doi.org/10.1016/j.dss.2020.113280
Zhao, J. Di, Huang, J. S., & Su, S. (2019). The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 50(January), 42–49.
https://doi.org/10.1016/j.jretconser.2019.04.014
Published
2024-11-12
How to Cite
Fauziya, R. A., & Isa, M. (2024). PENGARUH FAKE BUYER DAN FAKE REVIEW TERHADAP PURCHASE INTENTION PRODUK FASHION PADA MARKETPLACE SHOPEE DENGAN TRUST SEBAGAI VARIABEL INTERVENING. Journal of Management : Small and Medium Enterprises (SMEs), 17(3), 1225-1242. https://doi.org/10.35508/jom.v17i3.19288
Section
Articles
