Tesis

The effect of customer experience , shopping motivation , and electronic word of mouth on purchase decisions mediated by online trust (study on shopee e-commerce users in Malang city) / Fian Arifiona Faradila

Abstrak
SUMMARY Faradila Fian A. 2025. The Influence of Customer Experience Shopping Motivation and Electronic Word of Mouth on Purchase Decisions Mediated by Trust (A Study of Gen Z Shopee E-commerce Users in Malang City) Thesis. Department of Management Faculty of Economics and Business Postgraduate Program State University of Malang. Supervisors (I) Prof. Dr. Heri Praktikto M.Sc. (II) Prof. Dr. Wening Patmi Rahayu S.Pd. M.M. Purchase Decision is the process or action taken by consumers to select evaluate and decide to purchase a product or service based on various considerations such as needs previous experience motivation recommendations and level of trust in the seller or platform. The development of digital technology has driven major changes in consumer consumption patterns especially among Generation Z who are accustomed to interacting through online platforms. E-commerce is a rapidly growing sector and Shopee as Indonesia s leading marketplace is a key pioneer for the younger generation in online transactions. This study analyzed the influence of customer experience shopping motivation and electronic word of mouth on purchase decisions mediated by trust using a case study of Gen Z Shopee users in Malang. This research is descriptive and explanatory using a quantitative approach. The population of this study is infinite meaning the entire population studied is unknown it is the entire Gen Z Shopee user population in Malang. Therefore a sample size calculation using a Sample Size Calculator yielded 174 respondents. Data were collected through questionnaires distributed to Gen Z respondents who actively use Shopee for shopping transactions. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) 4.0 which allows for testing direct and indirect relationships between variables. The results show that customer experience shopping motivation and e-WOM significantly influence purchase decisions both directly and indirectly through trust. These findings reinforce the understanding that building consumer trust is a crucial aspect in increasing the effectiveness of digital marketing strategies particularly in the context of the younger generation who tend to be critical yet responsive to digital experiences and social influences. This research is expected to provide theoretical contributions to the development of digital marketing science and provide practical input for e-commerce managers particularly Shopee in designing a more targeted approach to the Gen Z segment.

Informasi Detail

DDC

Rt 658.8343 FAR e

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2025.

Deskripsi Fisik

xiv, 180 lembar: ill , tab. ; 30 cm

Bahasa

No Reg

00829/RT/25

Edisi

Tesis (Pascasarjana)--Universitas Negeri Malang. 2025

Subjek

1. KEPUASAN KONSUMEN - MOTIVASI BELANJA
2. KEPERCAYAAN ONLINE - KEPUTUSAN MEMBELI
3. CONSUMER SATISFACTION - SHOPPING MOTIVATION

Pembimbing

1. Prof. Dr. Heri Pratikto, M.si; 2. Dr. Wening Patmi Rahayu, S.pd, M.m.

Lampiran Berkas