Peran Perceived Value dalam Memediasi Pengaruh E-WOM terhadap Minat Beli Generasi Z Pengguna Shopee di Universitas Perjuangan Tasikmalaya Jawa Barat

Abstract

The rapid growth of e-commerce has intensified competition among online marketplaces, making it essential to understand the factors that influence consumers’ purchase intentions. Among Generation Z consumers, electronic word of mouth (e-WOM) has emerged as a prominent source of information that shapes perceptions and purchasing decisions. This study aims to examine the role of perceived value in mediating the relationship between e-WOM and purchase intention among Generation Z students who use Shopee at Universitas Perjuangan Tasikmalaya. This research employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents selected through purposive sampling, all of whom had prior experience purchasing products on Shopee. Responses were measured using a five-point Likert scale and analyzed through multiple linear regression and path analysis using SPSS version 25. The findings indicate that e-WOM contributes to the formation of favorable value perceptions among consumers, which subsequently strengthens their intention to purchase products through Shopee. The mediating role of perceived value suggests that consumers are more likely to develop purchase intentions when online reviews and recommendations are perceived as providing meaningful benefits and reducing uncertainty in the purchasing process. These results highlight the importance of fostering credible and informative user-generated content as a strategic tool for enhancing consumer value perceptions and encouraging purchase intentions among Generation Z consumers in the digital marketplace.