The dynamics of consumer behavior within the rapidly evolving e-commerce landscape necessitate a nuanced understanding, particularly in digital marketplaces. This study investigates the complex relationships among Electronic Word of Mouth (e-WoM), customer reviews, trust, and purchase decisions, with a specific focus on Generation Z (Gen Z) consumers utilizing the Shopee platform in Indonesia. Given Shopee's prominence in Indonesia's flourishing e-commerce sector, insights derived from this analysis hold significant implications for both practitioners and scholars. Data were collected from 127 Gen Z respondents in Tangerang, Indonesia, and analyzed using Structural Equation Modeling (SEM). The findings reveal that e-WoM and customer reviews play a crucial role in shaping consumer trust, which in turn, exerts a significant influence on purchase decisions. Trust is identified as a key mediating factor that links e-WoM and customer reviews to purchase intentions, thereby underscoring its importance in the consumer decision-making process. The study further highlights the direct impact of both e-WoM and customer reviews on trust, which subsequently drives purchase behaviors. These results contribute to the broader understanding of consumer behavior in digital environments, emphasizing the strategic importance of fostering trust through e-WoM and customer reviews to enhance brand perception and increase sales. This research offers empirical evidence supporting the critical role of trust as a mediator in the relationship between e-WoM, customer reviews, and purchase decisions, particularly within the context of Gen Z consumers on the Shopee platform. The implications of these findings suggest that businesses should develop targeted marketing strategies that leverage e-WoM and customer reviews to build consumer trust and drive e-commerce growth.
This study examines the impact of brand ambassadors and brand image on customer loyalty, with a particular focus on the mediating role of purchase decisions within the Tokopedia e-commerce platform. The rapid expansion of online shopping in Indonesia necessitates a deep understanding of these dynamics to enhance competitive advantage and sustain customer loyalty. A quantitative research methodology was employed, utilizing Structural Equation Modeling (SEM) to analyze data gathered from 110 Tokopedia customers in Jakarta and its surrounding areas. The results indicate that both brand ambassadors and brand image exert significant positive effects on purchase decisions. Furthermore, purchase decisions were found to strongly influence customer loyalty. Notably, brand ambassadors directly contribute to customer loyalty, while the influence of brand image, though positive, is comparatively weaker. Importantly, the study reveals that the indirect effects of brand ambassadors and brand image on customer loyalty are mediated through their influence on purchase decisions. These findings underscore the strategic importance of effectively leveraging brand ambassadors and enhancing brand image to stimulate purchase decisions and foster customer loyalty in a competitive e-commerce environment. The study offers valuable theoretical insights and practical implications for marketers aiming to optimize branding strategies and customer engagement initiatives on e-commerce platforms.
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