Trust as a mediating factor linking online customer reviews and brand awareness to purchase intention on Shopee in Solo
Article Sidebar
Published:
Nov 30, 2025
Keywords:
Brand Awareness, Online Customer Review;, Purchase Intention, Shope, Trust
Section
Economy
Statistics Article
Article View : 1 Times
Main Article Content
Abstract
The rapid expansion of e-commerce in Indonesia has made online reviews and brand cues important sources of information for consumers. This study examines how online reviews and brand awareness can influence the purchase intention of Shopee users in Solo, with trust assessed as a mediating variable. Using data from 100 respondents analyzed through the PLS-SEM method, the results show that online review ( and brand awareness (significantly increase purchase intention, supported by a strong R-square value of 0.779, which indicates that this research model has strong predictive power. However, trust () does not significantly affect purchase intention and does not mediate the relationship between the independent variables and purchase intention. Theoretically, this study contributes to the understanding of digital consumer behavior by showing the limited mediating role of trust in established e-commerce platforms. Practically, the findings indicate that improving review quality and strengthening brand identity can be more effective strategies than relying on trust building alone.
Downloads
Download data is not yet available.
Article Details
How to Cite
Hisan, R. . and Saputro, E. P. . (2025) “Trust as a mediating factor linking online customer reviews and brand awareness to purchase intention on Shopee in Solo”, Jurnal Mantik, 9(3), pp. 1066-1078. doi: 10.35335/mantik.v9i3.6789.
References
Anggi Irvania, V., Bagus Nyoman Udayana, I., & Fadhilah, M. (2022). Pengaruh Perceived Usefulness, Trust Dan Perceived Risk Terhadap Purchase Intention Pengguna Shopee. Jurnal Akmenika, 19(1), 622–630. www.shopee.co.id.
Anugrah, R., Nuvriasari, A., Mercu, U., & Yogyakarta, B. (2023). Pengaruh Online Customer Review, Persepsi Risiko, Dan Celebrity Endorsement Terhadap Minat Beli Online Di Tiktok Shop. 07(02), 2023.
Ariyani, H., Widiawati, A., & Asbara, N. W. (2023). Pengaruh Brand Awarenessdan Online Customer Review Terhadap Minat Beli Konsumen Pada Mahasiswa Institut Teknologi Dan Bisnis Nobel Indonesia . MANUVER?: Jurnal Akuntansi dan Manajemen, 1(3), 304–313.
Baisyir, F. (2021). Pengaruh Kesadaran Merek terhadap Kepercayaan Merek dan Dampaknya terhadap Loyalitas Konsumen Hand Body Lotion. Jurnal Apresiasi Ekonomi, 9(2), 191–201. https://doi.org/10.31846/jae.v9i2.381
Damayanti, P. P. S., Atmaja, N. P. C. D., & Manek, D. (2023). Pengaruh Online Customer Review, Online Customer Rating, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Make Over Pada Tiktok Shop. Jurnal EMAS, 4(12), 2968–2978.
Darmawan, M. D. A. (2022). Pengaruh Online Customer Review Dan Rating Terhadap Minat Beli Konsumen Marketplace Tokopedia Melalui Trust Sebagai Variabel Interveningnya. Jurnal Ilmu dan Riset Manajemen, 11(6), 1–17.
Dewi Wulansari. (2023). Pengaruh Promosi Penjualan, Kemudahan Penggunaan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Online Pada E-Commerce Shopee. Jurnal Manajemen Dan Bisnis Ekonomi, 1(1), 78–89. https://doi.org/10.54066/jmbe-itb.v1i1.60
Duwila, Z., Supandi, A., Ogi, I., Ekonomi, F., Bisnis, D., Manajemen, J., Sam, U., & Manado, R. (2022). Pengaruh Celebrity Endorsment, Brand Awareness Dan Lifestyle Terhadap Keputusan Pembelian Produk Scarlett Whitening Kota Manado the Influence of Celebrity Endorsment, Brand Awareness and Lifestyle on Purchase Decisions for Scarlett Whitening Products in M. Z. Duwila., A. Supandi., I. Ogi 269 Jurnal EMBA, 10(1), 269–278.
Efata, P. R. (2024). Peran E-Trustmemediasi Social Media Marketingdan Online Customer Reviewterhadap Keputusan Pembelian Pada Bukalapak. 7, 10392–10403.
Firdaus, M., Aisyah, S., & Farida, E. (2023). Pengaruh customer review, customer rating, dan celebrity endorser terhadap minat beli melalui kepercayaan di online shop Shopee. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 4(1), 67–83. https://doi.org/10.37631/ebisma.v4i1.874
Fitria, D. F., & Istiyanto, B. (2024). Pengaruh Flash Sale, Discount Dan Tagline “Gratis Ongkir” Terhadap Perilaku Impulsive Buying Pengguna Shopee Di Soloraya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(2), 712–723. https://doi.org/10.61722/jiem.v2i2.1031
Gabriela, Y. M. R. M. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Pelanggan E-Commerce. Jurnal Ekonomi Manajemen Pariwisata dan Perhotelan, 1(1), 121–125.
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22.
Jonathan, N. F. (2024). Frontiers in Business, Economics and Management The Impact of Online Customer Reviews Mediated by E-trust on Purchase Intention in Shopee Indonesia. Frontiers in Business, Economics and Management, 14(1), 307–309. https://doi.org/10.54097/mmp4ba88
Montolalu, Ogi, & Raintung. (2024). Trust Sebagai Pemediasi Pengaruh Online Customer Review Dan BrandAwareness Terhadap Purchase Intention Pada E-Commerce Shopee OlehKonsumen Di Kecamatan Airmadidi. Jurnal EMBA, 12(3), 153–164.
Nina Halimatu Salamah, Diana Triwardhani, H. N. (2021). Pengaruh Social Media Marketing Terhadap Brand Awareness Pada E-Commerce Hijup. KORELASI (Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi), 2, 249–269. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1189
Nurkamiden, S., Wolok, T., Ismail, Y. L., & Asi, lisda l. (2024). Pengaruh Online Customer Review dan Kepercayaan Terhadap Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Jurusan Manajemen Universitas Negeri Gorontalo. Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 107–117.
Nursania Dasopang. (2023). Jiemas E – Commerce Bisnis Dan Internet. Jurnal Ilmiah Ekonomi, Manajemen dan Syariah JIEMAS, 2, 129–135. https://jiemas.stai-dq.org/index.php/home
Palandi, J. J., Mangantar, M., & Raintung, M. C. (2022). Pengaruh Kualitas Jasa, Kepercayaan dan Kepuasan Nasabah Terhadap Loyalitas Nasabah PT. Pegadaian Di Manado. Jurnal EMBA, 10(4), 565–576. https://www.pegadaian.co.id/,
Panggabean, E. C., & Manullang, E. J. (2023). Analisis Pengaruh Word of Mouth dan Marketing Mix terhadap Keputusan Pembelian Konsumen Ribur Korean Cuisine. Jurnal Nasional Manajemen Pemasaran & SDM, 4(3), 158–165. https://doi.org/10.47747/jnmpsdm.v4i3.1457
Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (Embiss), 4(1), 60–73. https://doi.org/10.59889/embiss.v4i1.281
Putra, G. D., Sidharta, I., Rusjiana, J., & Kadir, K. (2025). The Influence of Brand Image and Price on Purchasing Decisions. Majalah Bisnis & IPTEK, 18(1), 11–22. https://doi.org/10.55208/reww0070
Putri, P. O., & Malika, N. K. F. A. (2025). PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SHOPEE Poppy Oktaviana Putri 1 , Ni Kadek Fadia Azda Malika 2 Universitas Esa Unggul, Tangerang. Triwikrama: Jurnal Ilmu Sosia, 6(8). https://ejournal.warunayama.org/index.php/triwikrama/article/view/10010/8808
Rhamdani, S. P., & Febrianta, M. Y. (2023). Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Pada Produk Whitelab Dengan Trust Sebagai Variabel Moderasi. e-Proceeding of Management, 10(5), 3554–3561.
Rosania, A., & Wilujeng, I. P. (2023). How Online Customer Reviews Affect Purchase Intention Mediate by Trust. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-178-4_25
Sari, A. R., Akbar, R. F., & Al-farisi, M. A. (2025). Form Doubt to Decision?: Exploring the Role of Perceived Risk and Trust in Shaping E-Commerce Purchase Intentions on Shopee Indonesia. 2013, 735–747.
Suryana, D. (2023). Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness UMKM di Era Pandemi Covid-19. Jurnal Manajemen, 28(1), 1–15.
TiffaErsantika Alhamdina, T., & Hartono, A. (2023). The Impact Of Brand Awareness, Brand Reputation, And Perceived Economic Benefits On Brand Trust And Online Purchase Intentions For Skintific Products On The Tiktok Shop Platform. International Journal of Science, Technology & Management, 4(3), 653–665. https://doi.org/10.46729/ijstm.v4i3.832
Umbaseng, J., & Kumalaningrum, M. P. (2025). International Journal of Social Science Research and Review Intention?: Trust as an Intervening Variable. 8(4), 323–336.
Widyastuti, W. (2024). Value Co-Creation in e-CommerCe Platforms: the role of Personality traits and trust. Folia Oeconomica Stetinensia, 24(2), 371–388. https://doi.org/10.2478/foli-2024-0030
Yacub, R., & Mustajab, W. (2020). Analysis of the Effect of Digital Marketing on Brand Awareness in E-Commerce. Manajerial, 12(2), 198–209. http://ejournal.upi.edu/index.php/manajerial/
Anugrah, R., Nuvriasari, A., Mercu, U., & Yogyakarta, B. (2023). Pengaruh Online Customer Review, Persepsi Risiko, Dan Celebrity Endorsement Terhadap Minat Beli Online Di Tiktok Shop. 07(02), 2023.
Ariyani, H., Widiawati, A., & Asbara, N. W. (2023). Pengaruh Brand Awarenessdan Online Customer Review Terhadap Minat Beli Konsumen Pada Mahasiswa Institut Teknologi Dan Bisnis Nobel Indonesia . MANUVER?: Jurnal Akuntansi dan Manajemen, 1(3), 304–313.
Baisyir, F. (2021). Pengaruh Kesadaran Merek terhadap Kepercayaan Merek dan Dampaknya terhadap Loyalitas Konsumen Hand Body Lotion. Jurnal Apresiasi Ekonomi, 9(2), 191–201. https://doi.org/10.31846/jae.v9i2.381
Damayanti, P. P. S., Atmaja, N. P. C. D., & Manek, D. (2023). Pengaruh Online Customer Review, Online Customer Rating, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Make Over Pada Tiktok Shop. Jurnal EMAS, 4(12), 2968–2978.
Darmawan, M. D. A. (2022). Pengaruh Online Customer Review Dan Rating Terhadap Minat Beli Konsumen Marketplace Tokopedia Melalui Trust Sebagai Variabel Interveningnya. Jurnal Ilmu dan Riset Manajemen, 11(6), 1–17.
Dewi Wulansari. (2023). Pengaruh Promosi Penjualan, Kemudahan Penggunaan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Online Pada E-Commerce Shopee. Jurnal Manajemen Dan Bisnis Ekonomi, 1(1), 78–89. https://doi.org/10.54066/jmbe-itb.v1i1.60
Duwila, Z., Supandi, A., Ogi, I., Ekonomi, F., Bisnis, D., Manajemen, J., Sam, U., & Manado, R. (2022). Pengaruh Celebrity Endorsment, Brand Awareness Dan Lifestyle Terhadap Keputusan Pembelian Produk Scarlett Whitening Kota Manado the Influence of Celebrity Endorsment, Brand Awareness and Lifestyle on Purchase Decisions for Scarlett Whitening Products in M. Z. Duwila., A. Supandi., I. Ogi 269 Jurnal EMBA, 10(1), 269–278.
Efata, P. R. (2024). Peran E-Trustmemediasi Social Media Marketingdan Online Customer Reviewterhadap Keputusan Pembelian Pada Bukalapak. 7, 10392–10403.
Firdaus, M., Aisyah, S., & Farida, E. (2023). Pengaruh customer review, customer rating, dan celebrity endorser terhadap minat beli melalui kepercayaan di online shop Shopee. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 4(1), 67–83. https://doi.org/10.37631/ebisma.v4i1.874
Fitria, D. F., & Istiyanto, B. (2024). Pengaruh Flash Sale, Discount Dan Tagline “Gratis Ongkir” Terhadap Perilaku Impulsive Buying Pengguna Shopee Di Soloraya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(2), 712–723. https://doi.org/10.61722/jiem.v2i2.1031
Gabriela, Y. M. R. M. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Pelanggan E-Commerce. Jurnal Ekonomi Manajemen Pariwisata dan Perhotelan, 1(1), 121–125.
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22.
Jonathan, N. F. (2024). Frontiers in Business, Economics and Management The Impact of Online Customer Reviews Mediated by E-trust on Purchase Intention in Shopee Indonesia. Frontiers in Business, Economics and Management, 14(1), 307–309. https://doi.org/10.54097/mmp4ba88
Montolalu, Ogi, & Raintung. (2024). Trust Sebagai Pemediasi Pengaruh Online Customer Review Dan BrandAwareness Terhadap Purchase Intention Pada E-Commerce Shopee OlehKonsumen Di Kecamatan Airmadidi. Jurnal EMBA, 12(3), 153–164.
Nina Halimatu Salamah, Diana Triwardhani, H. N. (2021). Pengaruh Social Media Marketing Terhadap Brand Awareness Pada E-Commerce Hijup. KORELASI (Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi), 2, 249–269. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1189
Nurkamiden, S., Wolok, T., Ismail, Y. L., & Asi, lisda l. (2024). Pengaruh Online Customer Review dan Kepercayaan Terhadap Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Jurusan Manajemen Universitas Negeri Gorontalo. Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 107–117.
Nursania Dasopang. (2023). Jiemas E – Commerce Bisnis Dan Internet. Jurnal Ilmiah Ekonomi, Manajemen dan Syariah JIEMAS, 2, 129–135. https://jiemas.stai-dq.org/index.php/home
Palandi, J. J., Mangantar, M., & Raintung, M. C. (2022). Pengaruh Kualitas Jasa, Kepercayaan dan Kepuasan Nasabah Terhadap Loyalitas Nasabah PT. Pegadaian Di Manado. Jurnal EMBA, 10(4), 565–576. https://www.pegadaian.co.id/,
Panggabean, E. C., & Manullang, E. J. (2023). Analisis Pengaruh Word of Mouth dan Marketing Mix terhadap Keputusan Pembelian Konsumen Ribur Korean Cuisine. Jurnal Nasional Manajemen Pemasaran & SDM, 4(3), 158–165. https://doi.org/10.47747/jnmpsdm.v4i3.1457
Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (Embiss), 4(1), 60–73. https://doi.org/10.59889/embiss.v4i1.281
Putra, G. D., Sidharta, I., Rusjiana, J., & Kadir, K. (2025). The Influence of Brand Image and Price on Purchasing Decisions. Majalah Bisnis & IPTEK, 18(1), 11–22. https://doi.org/10.55208/reww0070
Putri, P. O., & Malika, N. K. F. A. (2025). PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SHOPEE Poppy Oktaviana Putri 1 , Ni Kadek Fadia Azda Malika 2 Universitas Esa Unggul, Tangerang. Triwikrama: Jurnal Ilmu Sosia, 6(8). https://ejournal.warunayama.org/index.php/triwikrama/article/view/10010/8808
Rhamdani, S. P., & Febrianta, M. Y. (2023). Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Pada Produk Whitelab Dengan Trust Sebagai Variabel Moderasi. e-Proceeding of Management, 10(5), 3554–3561.
Rosania, A., & Wilujeng, I. P. (2023). How Online Customer Reviews Affect Purchase Intention Mediate by Trust. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-178-4_25
Sari, A. R., Akbar, R. F., & Al-farisi, M. A. (2025). Form Doubt to Decision?: Exploring the Role of Perceived Risk and Trust in Shaping E-Commerce Purchase Intentions on Shopee Indonesia. 2013, 735–747.
Suryana, D. (2023). Strategi Pemasaran Digital untuk Meningkatkan Brand Awareness UMKM di Era Pandemi Covid-19. Jurnal Manajemen, 28(1), 1–15.
TiffaErsantika Alhamdina, T., & Hartono, A. (2023). The Impact Of Brand Awareness, Brand Reputation, And Perceived Economic Benefits On Brand Trust And Online Purchase Intentions For Skintific Products On The Tiktok Shop Platform. International Journal of Science, Technology & Management, 4(3), 653–665. https://doi.org/10.46729/ijstm.v4i3.832
Umbaseng, J., & Kumalaningrum, M. P. (2025). International Journal of Social Science Research and Review Intention?: Trust as an Intervening Variable. 8(4), 323–336.
Widyastuti, W. (2024). Value Co-Creation in e-CommerCe Platforms: the role of Personality traits and trust. Folia Oeconomica Stetinensia, 24(2), 371–388. https://doi.org/10.2478/foli-2024-0030
Yacub, R., & Mustajab, W. (2020). Analysis of the Effect of Digital Marketing on Brand Awareness in E-Commerce. Manajerial, 12(2), 198–209. http://ejournal.upi.edu/index.php/manajerial/
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.