Pengaruh Jaminan dan Ulasan Pelanggan terhadap Niat Beli dengan Kepercayaan sebagai Variabel Mediasi pada Konsumen E-Commerce Lazada di Kota Padang
Main Article Content
Penelitian ini bertujuan untuk menganalisis pengaruh jaminan dan ulasan pelanggan terhadao niat beli dengan kepercayaan sebagai variabel mediasi pada konsumen e-commerce Lazada di Kota Padang. Penelitin ini menggunakan pendekatan kuantitatif dengan desain penelitian kausal. Populasi penelitian adalah konsumen di Kota Padang yang belum pernah melakukan pembelian melalui platform Lazada. Teknik pengambilan sampel menggunakan purposive sampling, sehingga diperoleh 146 responden yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa jaminan dan ulasan pelanggan tidak berpengaruh signifikan terhadap niat beli. Sebaliknya, jaminan dan ulasan pelanggan berpengaruh positif dan signifikan terhadap kepercayaan. Selain itu, kepercayaan berpengaruh positif dan signifikan terhadap niat beli. Hasil pengujian mediasi menunjukkan bahwa kepercayaan mampu memediasi secara signifikan pengaruh jaminan terhadap niat beli serta pengaruh ulasan pelanggan terhadap niat beli. Temuan ini menunjukkan bahwa peningkatan niat beli konsumen terhadap Lazada lebih efektif dilakukan melalui upaya membangun kepercayaan konsumen daripada hanya meningkatkan jaminan dan kualitas ulasan pelanggan secara langsung. Penelitian ini memberikan implikasi bagi perusahaan e-commerce untuk memperkuat strategi dalam membangun kepercayaan konsumen sebagai faktor utama yang mendorong niat beli.
Keywords:
Jaminan, Ulasan Pelanggan, Kepercayaan, Niat Beli, PLS-SEM
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Andra Mariza Mayranti, & Khoiri, M. (2024). Pengaruh kepercayaan, keamanan dan promosi terhadap keputusan pembelian online shop Lazada pada masyarakat Belakang Padang. ECo-Buss, 6, 1264–1277.
Aryoko, N. V., & Dirgiatmo, Y. (2025). The influence of customer trust as a mediator between uncertainty avoidance and purchase intention in Shopee. International Journal of Economics, Business and Management Research, 9(1), 151–167. https://doi.org/10.51505/ijebmr.2025.9111
Azis, E., Sitaniapessy, A., & Novandari, W. (2025). Online customer reviews and ratings as key drivers of purchase intention: The mediating role of trust. Jurnal Manajemen Maranatha, 25(1), 81–98. https://doi.org/10.28932/jmm.v25i1.13336
Christiana, I., Pratama, R., & Kapten Mukhtar Basri No, J. (2024). Online customer review, online customer rating and its influence on online purchasing decisions mediated by trust. Proceeding 2nd Medan International Economics and Business, 2(1), 83–92.
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Fandiyanto, R., Febriyanti, D. A., Triana, S., Luthfiaturahmah, L., Amelia, A., Paramita, D., Kamila, A. T., & Andrian, M. V. (2025). Perkembangan e-commerce dari masa ke masa: Sejarah, tren, dan faktor-faktor yang memengaruhi kemajuan transaksi online di Indonesia. Jurnal Mahasiswa Entrepreneurship (JME), 4(3), 448–459.
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Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Maulida, L., & Sunarjo, W. A. (2024). Peran influencer marketing dan online customer review terhadap purchase intention pada produk Make Over di media sosial. Co-Value: Jurnal Ekonomi, Koperasi dan Kewirausahaan, 15(5), 102–112. https://doi.org/10.59188/covalue.v15i5.4815
Pahmi, M. A., Ayob, A. F. M., & Suprayitno, G. (2022). Dampak disrupsi ICT dan COVID-19 terhadap perubahan perilaku konsumen dan digital e-commerce di Indonesia. JENIUS: Jurnal Terapan Teknik Industri, 3(1), 22–32.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1). https://doi.org/10.1287/isre.1040.0015
Prasad, N. (2007). Pennies from eBay: The determinants of price in. The Journal of Industrial Economics, 55(2), 223–233.
Putri, T. (2017). Pengaruh relationship marketing dan citra perusahaan terhadap loyalitas pelanggan (Studi pada Hotel Sapadia Kecamatan Pasir Pengaraian). Jurnal Online Mahasiswa Fakultas Ekonomi, 4(2), 1–10.
Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, 23–38. https://doi.org/10.1016/j.elerap.2017.11.002
Suman, E. F., & Kurniawati, K. (2024). How do trust, customer review and product risk affect customer engagement in influencing purchase intention in e-commerce transactions? Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 14(1), 201–218. https://doi.org/10.30588/jmp.v14i1.1869
Utz, S., Kerkhof, P., & Van den Bos, J. (2012). Consumers rule: How consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11(1), 49–58. https://doi.org/10.1016/j.elerap.2011.07.010
Yuli, M., & Aisah, S. (2025). Perkembangan dan tren e-commerce di Indonesia. Jurnal Manajemen dan Bisnis Ekonomi, 3(4), 131–140.
Andra Mariza Mayranti, & Khoiri, M. (2024). Pengaruh kepercayaan, keamanan dan promosi terhadap keputusan pembelian online shop Lazada pada masyarakat Belakang Padang. ECo-Buss, 6, 1264–1277.
Aryoko, N. V., & Dirgiatmo, Y. (2025). The influence of customer trust as a mediator between uncertainty avoidance and purchase intention in Shopee. International Journal of Economics, Business and Management Research, 9(1), 151–167. https://doi.org/10.51505/ijebmr.2025.9111
Azis, E., Sitaniapessy, A., & Novandari, W. (2025). Online customer reviews and ratings as key drivers of purchase intention: The mediating role of trust. Jurnal Manajemen Maranatha, 25(1), 81–98. https://doi.org/10.28932/jmm.v25i1.13336
Christiana, I., Pratama, R., & Kapten Mukhtar Basri No, J. (2024). Online customer review, online customer rating and its influence on online purchasing decisions mediated by trust. Proceeding 2nd Medan International Economics and Business, 2(1), 83–92.
Duong, N. T., Lin, H. H., Wu, T. L., & Wang, Y. S. (2025). Understanding consumer trust dynamics and purchase intentions in a multichannel live streaming e-commerce context: A trust transfer perspective. International Journal of Human-Computer Interaction, 41(14), 9123–9136. https://doi.org/10.1080/10447318.2024.2423332
Fandiyanto, R., Febriyanti, D. A., Triana, S., Luthfiaturahmah, L., Amelia, A., Paramita, D., Kamila, A. T., & Andrian, M. V. (2025). Perkembangan e-commerce dari masa ke masa: Sejarah, tren, dan faktor-faktor yang memengaruhi kemajuan transaksi online di Indonesia. Jurnal Mahasiswa Entrepreneurship (JME), 4(3), 448–459.
Fang, M., Deng, Z., & Guo, J. (2023). The effects of external cues on cross-border e-commerce product sales: An application of the elaboration likelihood model. PLoS ONE, 18(11), e0293462. https://doi.org/10.1371/journal.pone.0293462
Farhat, R., Yang, Q., Ahmed, M. A. O., & Hasan, G. (2025). E-commerce for a sustainable future: Integrating trust, product quality perception, and online-shopping satisfaction. Sustainability, 17(4), 1431. https://doi.org/10.3390/su17041431
Hanaysha, J. R., Ramadan, H. I., & Alhyasat, K. M. K. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust. Telematics and Informatics Reports, 19, 100236. https://doi.org/10.1016/j.teler.2025.100236
Handayani, R. S., Diva, G. A., Hermansyah, E. N., & Siswati, A. (2025). Transformasi digital e-commerce di era post-pandemic: Analisis tren dan dampak pada perilaku konsumen Indonesia. Jurnal Informatika dan Kesehatan, 2(2), 108–117.
Hasibuan, S. J., Fransiscus, R., & Nasution, H. C. (2025). The effect of legal regulation on consumer trust in shopping on the e-commerce platform Shopee. Manajemen: Jurnal Ekonomi, 7(3), 779–785. https://doi.org/10.36985/g82g8k39
Kaplan, S. E., & Nieschwietz, R. J. (2003). A web assurance services model of trust for B2C e-commerce. International Journal of Accounting Information Systems, 4(2), 95–114. https://doi.org/10.1016/S1467-0895(03)00005-8
Khan, Q. U., Ali, M. H., & Rauf, U. A. A. (2024). Exploring customer trust and online continuance shopping intention of cosmetics, with mediating effect of perceived risk. Revista de Gestão Social e Ambiental, 18(5), e08085. https://doi.org/10.24857/rgsa.v18n5-151
Lei, H., Lu, D., & Zhang, H. H. (2021). Research on promotion of consumers’ application of after service in online shopping based on evolutionary game theory: Introduction of smart contract. E3S Web of Conferences, 233, 01074. https://doi.org/10.1051/e3sconf/202123301074
Luo, B., Li, L., & Sun, Y. (2022). Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Frontiers in Psychology, 12, 640376. https://doi.org/10.3389/fpsyg.2021.640376
Maulida, L., & Sunarjo, W. A. (2024). Peran influencer marketing dan online customer review terhadap purchase intention pada produk Make Over di media sosial. Co-Value: Jurnal Ekonomi, Koperasi dan Kewirausahaan, 15(5), 102–112. https://doi.org/10.59188/covalue.v15i5.4815
Pahmi, M. A., Ayob, A. F. M., & Suprayitno, G. (2022). Dampak disrupsi ICT dan COVID-19 terhadap perubahan perilaku konsumen dan digital e-commerce di Indonesia. JENIUS: Jurnal Terapan Teknik Industri, 3(1), 22–32.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1). https://doi.org/10.1287/isre.1040.0015
Prasad, N. (2007). Pennies from eBay: The determinants of price in. The Journal of Industrial Economics, 55(2), 223–233.
Putri, T. (2017). Pengaruh relationship marketing dan citra perusahaan terhadap loyalitas pelanggan (Studi pada Hotel Sapadia Kecamatan Pasir Pengaraian). Jurnal Online Mahasiswa Fakultas Ekonomi, 4(2), 1–10.
Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, 23–38. https://doi.org/10.1016/j.elerap.2017.11.002
Suman, E. F., & Kurniawati, K. (2024). How do trust, customer review and product risk affect customer engagement in influencing purchase intention in e-commerce transactions? Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 14(1), 201–218. https://doi.org/10.30588/jmp.v14i1.1869
Utz, S., Kerkhof, P., & Van den Bos, J. (2012). Consumers rule: How consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11(1), 49–58. https://doi.org/10.1016/j.elerap.2011.07.010
Yuli, M., & Aisah, S. (2025). Perkembangan dan tren e-commerce di Indonesia. Jurnal Manajemen dan Bisnis Ekonomi, 3(4), 131–140.
