Pengaruh Citra Merek dan Ulasan Pelanggan terhadap Kepercayaan Konsumen Shopee di Medan Johor
DOI:
https://doi.org/10.32502/motivasi.v10i1.579Keywords:
Brand Image, Consumer Trust, Customer Reviews, E-Commerce, ShopeeAbstract
Purpose – This study aims to analyze the effect of brand image and customer reviews on consumer trust in the Shopee marketplace in Medan Johor District.
Design/methodology – This research employs a quantitative approach using a survey method. Data were collected through a questionnaire distributed to 100 respondents who had shopped on Shopee. The methodology includes validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and hypothesis testing using t-tests and F-tests. Data analysis was conducted using multiple linear regression with the aid of SPSS.
Findings - The results indicate that brand image has a positive and significant effect on consumer trust (p = 0.001). Similarly, customer reviews significantly influence consumer trust (p = 0.002). Both factors together account for a significant portion of the variance in consumer trust, emphasizing their critical role in shaping consumer perceptions.
References
Armanto, R., Islamiah, B., & Gunarto, M. (2022). Pengaruh Citra Merek dan Kepercayaan Merek terhadap Loyalitas Merek Mie Instan. Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia, 3(2), 2745–7257. https://instantnoodles.org
Bari, A., & Setiawan, H. (2020). Peran Kepercayaan pada Pemasaran Influenser Media Sosial untuk Meningkatkan Loyalitas Merek. MOTIVASI: Jurnal Manajemen Dan Bisnis, 8(2). https://doi.org/https://doi.org/10.32502/mti.v8i2.6933
Cahya, A. D., & Prabowo, R. E. (2023). Pengaruh Promosi , Online Consumer Review, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Pengguna E-Commerce Shopee Di Jawa Tengah). Management Studies and Entrepreneurship Journal, 4(5), 5667–5677. http://journal.yrpipku.com/index.php/msej
Cincin Rohmatulloh, D. S. (2021). Pengaruh Online Customer Review Terhadap Minat Beli Dengan Kepercayaan Sebagai Variabel Intervening Pada Shopee. EProceedings of Management, 8(3).
Creswell, J. W. (2015). Penelitian Kualitatif & Desain Riset. Mycological Research, 94(3), 522.
Erlyana, E., Ciamas, E. S., & Nugroho, N. (2024). Pengaruh citra merek, e-service quality, dan kepercayaan pelanggan terhadap loyalitas pengguna marketplace shopee di Politeknik cendana. INVESTASI : Inovasi Jurnal Ekonomi Dan Akuntansi, 2(2), 98–109. https://doi.org/10.59696/investasi.v2i2.42
Fadhlillah, A. D., & Hidayati, R. (2022). Analisi Pengaruh Ulasan Pelanggan, Citra Merk, Dan Intensitas Promosi Terhadap Pembuatan Keputusan Pembelian (Studi Empiris. Diponegoro Journal Of Management, 11, 1–13. https://ejournal3.undip.ac.id/index.php/djom/article/view/36590%0A
Febriana, A., Nur, Y., & Mariah. (2023). Pengaruh ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian produk secara online pada shopee di kota Makassar. Malomo: Jurnal Manajemen Dan Akuntansi, 1(3), 281–292.
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). In CV. Penerbit Qiara Media (Issue August). QIARA MEDIA.
Gemilang, B., & Sutedjo, B. (2023). Pengaruh Kepercayaan Konsumen, Nilai Pelanggan dan Citra Merek Terhadap Kepuasan Konsumen (Studi Pada Pengguna Laptop ASUS Republic of Gamers). Jurnal Mirai Management, 8(2), 400–407.
Ghozali, I. (2018). Aplikasi Analisis Multivariat Dengan Program IBM SPSS 25. UNDIP Press.
Hasibuan, M., & Nawawi, Z. M. (2023). Peran Etika Bisnis dalam Membangun Kepercayaan Konsumen. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 3(1), 50–68. https://doi.org/10.55606/jempper.v3i1.2426
iPrice. (2022). Peta E‑Commerce Indonesia. https://iprice.co.id/insights/mapofecommerce/
Kamisa, N., Putri, A. D., & Novita, D. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPERCAYAAN KONSUMEN (Studi kasus: Pengguna Shopee di Bandar Lampung). Journals of Economics and Business, 2(1), 21–29. https://doi.org/10.33365/jeb.v2i1.83
Kotler, K. (2016). Marketing Management (15th Editi). Pearson Education Limited.
Kotler, P., & Keller, K. L. (1973). Marketing Management. In Pearson Education Limited (Vol. 37, Issue 1). https://doi.org/10.2307/1250781
Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga Dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id Di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://doi.org/10.55681/economina.v2i3.398
Lubis, A., Effendi, I., Rosalina, D., & Murad, M. (2023). Exploration Of Social Exchange Theory: Costumer Loyalty with Trust And Satisfaction As Intervening in Islamic People’s Financing Banks (BPRS). Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 7(2), 303–313.
Nanda, S. E., & Agustina, M. (2020). Pengaruh Citra Merek Terhadap Kepuasaan Penggunaan Aplikasi Daring Shopee Di Kota Bogor. BroadComm, 2(1), 35–44. https://doi.org/10.53856/bcomm.v2i1.201
Nasution, R. F., Lubis, A., & Aisyah, N. (2025). The Effect of Product Quality, Service Quality, and Price on Purchasing Decisions Through Consumer Trust As An Intervening Variable at PT. Freya First Indonusa Medan. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 5(1), 1–11.
Pasi, L. N. K., & Sudaryanto, B. (2021). Analisis Pengaruh Online Customer Reivews Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Variabel Intervening. Diponegoro Journal of Management, 10(3), 1–12. http://ejournal-s1.undip.ac.id/index.php/dbr
Putri, N., & Hadi, D. (2024). Pengaruh Online Customer Review dan Rating Terhadap Keputusan Pembelian pada E-commerce Shopee dengan Kepercayaan sebagai Mediasi dan Emotional Sebagai Moderasi. Student Journal of Business and Management, 149–162.
Ramdhani, D., & Saputro, W. I. (2024). Pengaruh Citra Merek Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Dialogue Baby Di Marketplace Shopee. Indonesian Journal of Economic and Business (IJEB), 2(2), 11–22. https://doi.org/10.58818/ijeb.v2i2.78
Sari, A. P., Effendi, I., Lubis, A., & Syahputri, Y. (2024). Korelasi antara Kualitas Produk dan Promosi Sosial Media dengan Keputusan Pembelian Bolu Salak Kenanga Padang Sidimpuan. Senashtek 2024, 2(1), 483–487.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D.
Tanjung, S. M., Sabrina, H., & Lubis, A. (2025). The Effect of Perceived Usefulness and Trust on Decisions to Use E-Wallet Dana in Medan Selayang District. SAJMR: Southeast Asian Journal of Management and Research, 3(2), 60–74.
Tjiptono, F. (2020). Strategi Pemasaran, Prinsip dan Penerapan. Penerbit Andi.
Umma, N., & Nabila, R. (2023). Pengaruh Online Customer Review, Citra Merek dan Religiusitas Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Intervening (Studi Pada Pengguna Marketplace Shopee Generasi Z). IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 10(1), 30–47. https://doi.org/10.19105/iqtishadia.v10i1.8407
Wardhana, A. (2024). Kepercayaan Pelanggan. In Kepercayaan Pelanggan (Issue August). EUREKA MEDIA AKSARA.
Wijaya, F., & Purba, T. (2020). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Pelanggan Terhadap PT Continental Industry Supply. MOTIVASI: Jurnal Manajemen Dan Bisnis, 5(2), 850–858. https://doi.org/https://doi.org/10.32502/mti.v5i2.2750
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rexsy Mardohot Sitanggang, Adelina Lubis, Aprinawati, Karolin Gabrela Sitanggang
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
