PENGARUH KEGUNAAN, KEPERCAYAAN, DAN RISIKO YANG DIRASAKAN DARI ULASAN ONLINE, TERHADAP NIAT PEMBELIAN PRODUK KOLABORASI MERCHÉ DI SHOPEE PADA GENERASI Z
Abstract
E-commerce kini menjadi bagian penting dalam kehidupan belanja Generasi Z dimana sangat mengandalkan ulasan online
sebagai pertimbangan utama sebelum membeli. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived
Usefulness, trust, dan Perceived Risk dari ulasan daring terhadap purchase intention dalam konteks produk kolaborasi
Merché di Shopee. Penelitian menggunakan pendekatan kuantitatif dengan metode PLS-SEM dan melibatkan 169
responden dari Generasi Z. Hasil analisis menunjukkan bahwa seluruh hubungan antar variabel signifikan: Perceived
Usefulness berpengaruh positif terhadap trust dan purchase intention, trust berpengaruh positif terhadap Perceived Risk
dan purchase intention, serta Perceived Risk berpengaruh negatif terhadap purchase intention. Temuan ini menegaskan
bahwa ulasan online memiliki peran strategis dalam membentuk kepercayaan, mengelola risiko, dan mendorong niat beli
konsumen muda di e-commerce. Penelitian ini juga mereplikasi model Ventre dan Kolbe (2020) dalam konteks Indonesia
dan memberikan rekomendasi praktis bagi Merché untuk meningkatkan kualitas ulasan, transparansi informasi, serta
strategi pengurangan risiko konsumen.
Kata kunci: generasi z, kepercayaan, niat beli, persepsi risiko, ulasan online
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