PENGARUH PRODUCT VARIETY DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION DENGAN SHOPPING ENJOYMENT SEBAGAI VARIABEL INTERVENING
(Studi Produk Hanasui di Shopee pada Generasi Z di Surabaya)
Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh Product Variety dan Online Customer Review terhadap Purchase Intention dengan Shopping Enjoyment sebagai variabel intervening. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Pengambilan sampel dilakukan menggunakan metode non-probability sampling melalui purposive sampling dengan jumlah 156 responden, yang mencakup Generasi Z berusia 13–28 tahun yang berdomisili di Surabaya, aktif menggunakan aplikasi Shopee, serta mengetahui atau pernah melihat produk Hanasui. Data diperoleh melalui penyebaran kuesioner secara daring dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan : (1) Product Variety berpengaruh positif dan signifikan terhadap Purchase Intention dengan path coefficients 0,300, t-statistic 3,851, dan p-value 0,000; (2) Online Customer Review berpengaruh positif dan signifikan terhadap Purchase Intention dengan path coefficients 0,275, t-statistic 3,897, dan p-value 0,000; (3) Product Variety berpengaruh positif dan signifikan terhadap Shopping Enjoyment dengan path coefficients 0,598, t-statistic 14,243, dan p-value 0,000; (4) Online Customer Review berpengaruh positif dan signifikan terhadap Shopping Enjoyment dengan path coefficients 0,419, t-statistic 8,388, dan p-value 0,000; (5) Shopping Enjoyment berpengaruh positif dan signifikan terhadap Purchase Intention dengan path coefficients 0,348, t-statistic 4,135, dan p-value 0,000; (6) Shopping Enjoyment mampu memediasi secara positif dan signifikan pengaruh Product Variety terhadap Purchase Intention dengan nilai indirect effect 0,208, t-statistic 3,895, dan p-value 0,000; serta (7) Shopping Enjoyment mampu memediasi secara positif dan signifikan pengaruh Online Customer Review terhadap Purchase Intention dengan nilai indirect effect 0,146, t-statistic 3,539, dan p-value 0,000.
Keywords:
Product Variety, Online Customer Review, Purchase Intention, Shopping Enjoyment, Pemasaran
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Research Student (JIRS), 1(1), 191–201. https://ejurnal.kampusakademik.co.id/index.php/jirs/article/view/34/32
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Setiawan, Z., Anwar, M., Judijanto, L., & Ilyas, A. (2024). The Influence Of Digital Marketing And Product Quality On Online Purchase Intention Moderated By Product Variation. International Journal of Artificial Intelligence Research, 8(1.1). https://doi.org/10.29099/ijair.v8i1.1.1330
Solihah, R. & Fahrudin. (2025). Pengaruh Kualitas Produk Dan Variasi Produk Terhadap Minat Beli Konsumen (Studi Kasus Green Argopuro Kecamatan Sumbermalang). OIKOS : Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 09.
Tobing, Yezkiel, P., & Fernando, A. (2025). Exploring the Influence of Product Variety, Customer Reviews, and Promotions on Purchase Decisions: A Study on Shopee Indonesia. International Journal of Family Business Practices, 7(2), 104-121.
Udayana, I., Rinofah, R., & Fahrurrozi, K. (2022). Pengaruh Perceived Characteristic of Online Shopping Terhadap Intention to Purchase Pada Aplikasi Shopee. Jurnal Manajerial, 21(1), 59–70. https://doi.org/10.17509/manajerial.v21i1.46158
Widanens, M., Mulya, F. R., Soekatmo, & Yasin, B. (2025). Pengaruh Shopping Enjoyment Dan Hedonic Value Terhadap Impulse Buying Konsumen Miyukishop. Jurnal Ekonomi, Pendidikan dan Perencanaan Pembangunan Daerah, 3(1). https://ejurnal.itbkpp.ac.id/index.php/JEP3D
Widanensi, M., Muly, F. R., Soekatmo, & Yasin, B. (2025). Pengaruh Shopping Enjoyment Dan Hedonic Value Terhadap Impulse Buying Konsumen Miyukishop. Jurnal Ekonomi, Pendidikan dan Perencanaan Pembangunan Daerah, 3(1), 19–29.
Yawar, R. B., Perumal, S., & Murad, S. M. A. (2024). Effect of Product Variety on online impulse Purchase Intention in customers. Environment and Social Psychology, 9(12). https://doi.org/10.59429/esp.v9i12.3263
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
Albar, E., & Aulia, N. M. (2024). Pengaruh Keragaman Produk Dan Promosi E-commerce Shopee Terhadap Kepuasan Konsumen. MARS: Jurnal Magister Research, 3 No 2.
Atmodjo, S., & Aribowo, H. (2023). Pengaruh Promosi Dan Citra Merek Terhadap Minat Beli Konsumen (Pada Konsumen Produk Sandal Estunice). Jurnal Ilmiah Wahana Pendidikan, 9(25), 825–832. https://doi.org/10.5281/zenodo.10437133
Azzahra, N., Anggelia, M., Sartika, L., Sari, R. K., & Wismanto, W. (2024). Prinsip-Prinsip Muamalah dalam Perspektif Ekonomi Islam. Jurnal Mahasiswa Kreatif, 3(1), 29–39. https://doi.org/10.59581/jmk-widyakarya.v3i1.4419
Dewi, R. S., & Afwa, A. (2024). Analisis Pengaruh Variasi Produk Terhadap Keputusan Berkunjung Streetfood. Jurnal Ekonomi KIAT, 35(1), 53–57. https://journal.uir.ac.id/index.php/kiat
Dwi Apriliani, V., Waloejo, H. D., & Hadi, S. P. (2022). Pengaruh Store Atmosphere dan Keragaman Produk terhadap Keputusan Pembelian (Studi pada Konsumen Susu Moeria Café di Kabupaten Kudus). Jurnal Ilmu Administrasi Bisnis, 11(2), 180–187. https://doi.org/10.14710/jiab.2022.34303
Hair, J. F., Hult, G. T. M., Christiam M Ringle, & Marko. (2017). PLS-SEM Primer: Structural Equation Modeling Guide. Sage Publications. https://studylib.net/doc/27607926/-a-primer-on-partial-least-squares-structural-equation-mo...
Haitao, N. (2022). Analysis of Product Variety and Price on Purchase Decisions. International Journal of Advanced Multidisciplinary, 1(1), 73–82. https://doi.org/10.38035/ijam.v1i1.69
Haryanti, I. (2025). Consumer Behavior: Shopping Enjoyment and Social Influence on Purchase Intention. Jurnal Dimensi, 14. https://doi.org/10.33373/dms.v14i3.8648
Hermanto, H., & Remofa, Y. (2024). The Role of Product Strategy in Increasing Consumer Buying Interest Which Has an Impact on Purchasing Decisions for Smes in Tuk Jimun Village, Kemuning Sub-District, Indragiri Downstream District. International Conference of Business and Social Sciences, 1104–1114. https://doi.org/10.24034/icobuss.v4i1.595
Khairani, A., Wahyu Setyawati, N., & Dwikotjo Sri Sumantyo, F. (2025). Pengaruh Brand Image, Program Gratis Ongkir dan Variasi Produk terhadap Keputusan Pembelian Produk Wardah Everyday BB Cream di Marketplace Shopee.
Fibonacci : Jurnal Ilmu Ekonomi, Manajemen dan Keuangan, 1(2), 211–226. https://doi.org/10.63217/fibonacci.v1i2.122
Kojongian, A. S. C., Tumbel, T. M., & Walangitan, O. (2022). Pengaruh Variasi Produk dan Promosi Terhadap Keputusan Pembelian Careofyou.id pada Media Sosial Instagram. Productivity, 3(2), 157–161. https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/38676
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla. Jurnal Mirai Management, 6(1), 139–154. https://journal.stieamkop.ac.id/index.php/mirai
Lubis, M. I., Nurbaiti, N., & Harahap, M. I. (2024). Analisis Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Konsumen Mahasiswa Jurusan Manejemen UNIVERSITAS Islam Negeri Sumatera Utara Pada Aplikasi Tiktok Shop. Jurnal Ekonomi Manajemen dan Bisnis, 5(1), 583890. https://doi.org/10.32815/jubis.v5i1.2115
Nailul, M., Thoyib, A., & Wahdiatmoko. (2025). Improving Impulse Buying Through Store Environment: The Roles of Shopping Enjoyment and Money Availability. Jurnal Aplikasi Manajemen, 23(1), 26–43. https://doi.org/10.21776/ub.jam.2025.023.1.02
Pramudita, A. S. (2024). How Reviews and Ratings Influence Consumer Purchase Intentions in Indonesian E-commerce. Jurnal Logistik Bisnis, 14(2), 10–17. https://doi.org/10.46369/logistik.v14i2.3924
Purnama, C. K., Welsa, H., & Cahyani, P. D. (2024). Pengaruh Online Customer Review dan Rating Terhadap Minat Beli ( Purchase Intention ) Dengan Trust Sebagai Variabel Intervening pada Markeplace Shopee (Studi Kasus Konsumen Shopee di Yogyakarta). Journal of Comprehensive Science (JCS), 3(7), 2150–2162. https://doi.org/10.59188/jcs.v3i7.781
Rahmah, T. L. (2024). Hubungan antara Shopping Enjoyment dengan Impulse Buying Pengguna E-commerce Shopee pada Mahasiswa Administrasi Perpajakan USU. https://repositori.uma.ac.id/handle/123456789/23961
Renaldi, P. A., & Sanica, I. G. (2024). The Influence of Attractiveness, Online Customer Reviews, and Discounts on Purchase Decisions, with Perceived Enjoyment as an Intervening Variable. Jurnal Manajemen Bisnis, 11(2), 820–832. https://doi.org/10.33096/jmb.v11i2.839
Rinaja, A. F., Udayana, I. B. N., & Maharani, B. D. (2022). Pengaruh Online Customer Review, Word of Mouth, and Price Consciousness Terhadap Minat Beli Di Shopee. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(3), 435–448. https://doi.org/10.37606/publik.v9i3.345
Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(5), 927–944. https://doi.org/10.47467/elmal.v3i5.1179
Salsabila, E. B., Mutia, A., & Ahmad, S. (2023). Pengaruh Shopping Enjoyment, Pengalaman Pembelian dan Religiusitas Terhadap Minat Beli Produk Fashion Di Online Shop (Studi Pada Generasi Z di Kota Jambi). Jurnal Ilmiah
Research Student (JIRS), 1(1), 191–201. https://ejurnal.kampusakademik.co.id/index.php/jirs/article/view/34/32
Santoso, B., & Dewi, C. (2025). Analisis Perilaku Konsumen dalam Era Pasca-Pandemi: Perubahan Preferensi dan Kebiasaan Belanja. Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis, 1(1), 1–10. http://jurnal.muaraedukasi.id/index.php/muanomi
Sari, D. M. F. P., & Febriani, P. D. (2022). Determinants Of Purchase Intention Produk Avoskin Beauty Di Bali. Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 50–62. https://doi.org/10.38043/jimb.v7i1.3385
Setiawan, A., & Gunawan, D. H. (2024). Pengaruh Online Purchasing, Product Variety, Dan Social Media Promotion Terhadap Minat Beli Konsumen Produk Sepatu Converse. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(8), 699–710. https://jurnal.kolibi.org/index.php/neraca/article/view/2197
Setiawan, Z., Anwar, M., Judijanto, L., & Ilyas, A. (2024). The Influence Of Digital Marketing And Product Quality On Online Purchase Intention Moderated By Product Variation. International Journal of Artificial Intelligence Research, 8(1.1). https://doi.org/10.29099/ijair.v8i1.1.1330
Solihah, R. & Fahrudin. (2025). Pengaruh Kualitas Produk Dan Variasi Produk Terhadap Minat Beli Konsumen (Studi Kasus Green Argopuro Kecamatan Sumbermalang). OIKOS : Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 09.
Tobing, Yezkiel, P., & Fernando, A. (2025). Exploring the Influence of Product Variety, Customer Reviews, and Promotions on Purchase Decisions: A Study on Shopee Indonesia. International Journal of Family Business Practices, 7(2), 104-121.
Udayana, I., Rinofah, R., & Fahrurrozi, K. (2022). Pengaruh Perceived Characteristic of Online Shopping Terhadap Intention to Purchase Pada Aplikasi Shopee. Jurnal Manajerial, 21(1), 59–70. https://doi.org/10.17509/manajerial.v21i1.46158
Widanens, M., Mulya, F. R., Soekatmo, & Yasin, B. (2025). Pengaruh Shopping Enjoyment Dan Hedonic Value Terhadap Impulse Buying Konsumen Miyukishop. Jurnal Ekonomi, Pendidikan dan Perencanaan Pembangunan Daerah, 3(1). https://ejurnal.itbkpp.ac.id/index.php/JEP3D
Widanensi, M., Muly, F. R., Soekatmo, & Yasin, B. (2025). Pengaruh Shopping Enjoyment Dan Hedonic Value Terhadap Impulse Buying Konsumen Miyukishop. Jurnal Ekonomi, Pendidikan dan Perencanaan Pembangunan Daerah, 3(1), 19–29.
Yawar, R. B., Perumal, S., & Murad, S. M. A. (2024). Effect of Product Variety on online impulse Purchase Intention in customers. Environment and Social Psychology, 9(12). https://doi.org/10.59429/esp.v9i12.3263
Published
2026-06-01
How to Cite
Cahyani, I., & Samsudin, A. (2026). PENGARUH PRODUCT VARIETY DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION DENGAN SHOPPING ENJOYMENT SEBAGAI VARIABEL INTERVENING. Jesya, 9(2), 816-830. https://doi.org/https://doi.org/10.36778/jesya.v9i2.2588
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Articles
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