Peran Perceived Value Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Mahasiswa Generasi Z di Universitas Perjuangan Tasikmalaya (Shopee Case Study)
DOI:
https://doi.org/10.47747/jnmpsdm.v7i1.3315Keywords:
Electronic word of mouth (e-WOM), Perceived value, Purchase Intention, ShopeeAbstract
This research aims to analyze the role of perceived value in mediating the effect of electronic word of mouth (e-WOM) on the purchase intention of Generation Z students who use Shopee at Universitas Perjuangan Tasikmalaya. This study employed a quantitative, survey-based approach. The sampling technique used was purposive sampling with a total of 100 respondents who had previously made purchases through Shopee. Data were collected using an online questionnaire measured with a five-point Likert scale. . The results indicate that e-WOM has a positive and significant effect on both perceived value and purchase intention. Furthermore, perceived value has a positive and significant effect on purchase intention and partially mediates the relationship between e-WOM and purchase intention. These findings suggest that user-generated content, such as reviews and recommendations on the Shopee platform, enhances consumers’ perceived value, thereby increasing their purchase intention.
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