The Effect of Electronic Word of Mouth (E-WOM) and Rating on Purchase Decisions with Consumer Trust as a Mediating Variable

Abstract

This study aims to examine the effects of Electronic Word of Mouth (E-WOM) and product ratings on purchase decisions, with consumer trust as a mediating variable among Generation Z Shopee users in the Greater Solo area. A quantitative approach with an explanatory research design was employed. Data were collected from 200 respondents through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Electronic Word of Mouth (E-WOM) and product ratings positively and significantly influence both consumer trust and purchase decisions. Consumer trust also has a significant positive effect on purchase decisions and mediates the relationships between Electronic Word of Mouth (E-WOM), product ratings, and purchase decisions. These findings suggest that consumer trust plays an important role in translating digital information into actual purchasing behavior. The study contributes to the understanding of digital consumer behavior by supporting the Stimulus-Organism-Response (SOR) Theory and Signaling Theory in the context of e-commerce. Practically, the findings provide insights for marketplace managers and online sellers to strengthen consumer trust by encouraging credible online reviews and maintaining reliable product rating systems.