Pengaruh 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
References
Adriyanto, A. T., Prasetyo, A., & Wijaya, H. (2022). The Effect of Online Customer Review Towards Purchasing Intention Through Brand Perception as Intervening Variabel on Shopee Food Users. International Journal, 6(3), 1538–1545. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
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 Penelitian, 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 Penelitian, 3 No 2.
Arbaini, P. (2020). Pengaruh Consumer Online Rating Dan Review Terhadap Keputusan Pembelian Pada Pengguna Marketplace Tokopedia. Jurnal Bisnis dan Manajemen, 7(1). https://doi.org/10.26905/jbm.v7i1.3897
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
Az’zahra, S. M. A., & Istiyanto, B. (2024). Pengaruh Promotion, Online Customer Review Dan Price Consciousness Terhadap Purchase Intention Pada Pengguna Shopee Di Solo Raya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(9), 342–352. https://doi.org/10.61722/jiem.v2i9.2506
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
Frita, A., Astuti, W., & Sutiono, H. (2024). The Role of Perceived Enjoyment as a Mediating Influence of Perceived Usefulness and Perceived Ease of Use on Online Shopping Intention (Survey on prospective buyers through E-commerce Shopee in DIY). Primanomics : Jurnal Ekonomi & Bisnis, 22(3), 159–173. https://doi.org/10.31253/pe.v22i3.3164
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
Ikhsan, I., & Khoiri, M. (2024). Pengaruh Citra Merek, Kesadaran Merek dan Gaya Hidup terhadap Minat Beli pada Produk Nescafe di Kota Batam. Jurnal Disrupsi Bisnis, 7(1), 136–148. https://doi.org/10.32493/drb.v7i1.37187
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). https://doi.org/10.32815/jubis.v5i1.2115
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Murray, S. D., Jin, H. S., & Martin, B. A. S. (2022). The role of shopping orientation in variety-seeking behaviour. Journal of Business Penelitian, 145, 188–197. https://doi.org/10.1016/j.jbusres.2022.02.074
Nadeak, J. M. F., Putri, D. D., Gunawan, A. A., Fauziah, S., & Sulistiobudi, R. A. (2023). Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget. Jurnal Nusantara Aplikasi Manajemen Bisnis, 8(2), 251–267. https://doi.org/10.29407/nusamba.%20v8i2.17553
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
Navanti, D., Giningroem, D. S. W. P., Indra, C., & Setyawati, N. W. (2024). Consumer Preferences: Exploring Brand Awareness, Product Variation, and Purchase Intentions in Purchase Decisions. Majalah Ilmiah Bijak, 21(1), 173–186. https://doi.org/10.31334/bijak.v21i1.3778
Paimin, I., & Musprihadi, R. (2024). The Effect of Business Location and Product Diversity on Consumer Intention to Purchase. Untag Business and Accounting Review, 3(2), 63. https://doi.org/10.56444/ubar.v3i2.5508
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
Pratiwi, B. M., & Mahfudz, M. (2021). Pengaruh Dukungan Selebriti, Konten Iklan, Dan Ulasan Online Terhadap Keputusan Pembelian Produk Pakaian Dengan Minat Beli Konsumen Sebagai Variabel Intervening (Studi Pada Platform Instagram Di Provinsi Jawa Tengah). Diponegoro Journal of Management, 10(6), 1–12. https://ejournal3.undip.ac.id/index.php/djom/article/view/32421
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 Variabel. 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
Rizkiya, A. S. A., & Hasbi, I. (2024). Pengaruh Perceived Enjoyment Terhadap Purchase Intentionpada Konsumen Tiktok Live Shopping Shop Di Kota Bandung. e-Proceeding of Management, 11(3), 2712–2719.
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 Penelitian 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
Senalasari, W., Maulidani, R. N., & Setiawati, L. (2025). From Reviews to Purchase Intention: The Interplay of Customer Review, Influencer Review, and Trust in Indonesian Skincare Products. Journal of Marketing Innovation (JMI), 5(1). https://doi.org/10.35313/jmi.v5i1.184
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 Penelitian, 8(1.1). https://doi.org/10.29099/ijair.v8i1.1.1330
Sinukaban, E. B., & Dewanti, M. A. (2024). Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Minat Beli Mahasiswa Prodi Manajemen Pada Pengguna Marketplace Shopee. Jurnal Manajemen dan Bisnis, 6(3).
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, 9(2).
Syahyudi, R. & Wasiman. (2024a). Pengaruh Pengalaman Belanja, Customer Review Online dan Layanan Pelanggan terhadap Kepuasan Pelanggan Shopee di Kota Batam. Arus Jurnal Sosial dan Humaniora, 4(2), 650–663. https://doi.org/10.57250/ajsh.v4i2.544
Syahyudi, R. & Wasiman. (2024b). Pengaruh Pengalaman Belanja, Customer Review Online dan Layanan Pelanggan terhadap Kepuasan Pelanggan Shopee di Kota Batam. Arus Jurnal Sosial dan Humaniora, 4(2), 650–663. https://doi.org/10.57250/ajsh.v4i2.544
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.
Yang, Y., Liu, J., & Wang, Y. (2024). Consumers’ variety-seeking behaviors under time pressure: Based on regulatory focus and excitement levels. PsyCh Journal, 13(3), 440–455. https://doi.org/10.1002/pchj.770
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
Zulkifli, Z., Rachbini, W., Agustina, A., Fathoni, M. A., & Fitriningrum, A. (2024). Exploring Consumer Behavior in Indonesian Online Marketplaces. International Review of Management and Marketing, 15(1), 193–203. https://doi.org/10.32479/irmm.17590
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 Penelitian, 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 Penelitian, 3 No 2.
Arbaini, P. (2020). Pengaruh Consumer Online Rating Dan Review Terhadap Keputusan Pembelian Pada Pengguna Marketplace Tokopedia. Jurnal Bisnis dan Manajemen, 7(1). https://doi.org/10.26905/jbm.v7i1.3897
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
Az’zahra, S. M. A., & Istiyanto, B. (2024). Pengaruh Promotion, Online Customer Review Dan Price Consciousness Terhadap Purchase Intention Pada Pengguna Shopee Di Solo Raya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(9), 342–352. https://doi.org/10.61722/jiem.v2i9.2506
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
Frita, A., Astuti, W., & Sutiono, H. (2024). The Role of Perceived Enjoyment as a Mediating Influence of Perceived Usefulness and Perceived Ease of Use on Online Shopping Intention (Survey on prospective buyers through E-commerce Shopee in DIY). Primanomics : Jurnal Ekonomi & Bisnis, 22(3), 159–173. https://doi.org/10.31253/pe.v22i3.3164
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
Ikhsan, I., & Khoiri, M. (2024). Pengaruh Citra Merek, Kesadaran Merek dan Gaya Hidup terhadap Minat Beli pada Produk Nescafe di Kota Batam. Jurnal Disrupsi Bisnis, 7(1), 136–148. https://doi.org/10.32493/drb.v7i1.37187
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). https://doi.org/10.32815/jubis.v5i1.2115
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 9(2), 173. https://doi.org/10.30588/jmp.v9i2.538
Murray, S. D., Jin, H. S., & Martin, B. A. S. (2022). The role of shopping orientation in variety-seeking behaviour. Journal of Business Penelitian, 145, 188–197. https://doi.org/10.1016/j.jbusres.2022.02.074
Nadeak, J. M. F., Putri, D. D., Gunawan, A. A., Fauziah, S., & Sulistiobudi, R. A. (2023). Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget. Jurnal Nusantara Aplikasi Manajemen Bisnis, 8(2), 251–267. https://doi.org/10.29407/nusamba.%20v8i2.17553
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
Navanti, D., Giningroem, D. S. W. P., Indra, C., & Setyawati, N. W. (2024). Consumer Preferences: Exploring Brand Awareness, Product Variation, and Purchase Intentions in Purchase Decisions. Majalah Ilmiah Bijak, 21(1), 173–186. https://doi.org/10.31334/bijak.v21i1.3778
Paimin, I., & Musprihadi, R. (2024). The Effect of Business Location and Product Diversity on Consumer Intention to Purchase. Untag Business and Accounting Review, 3(2), 63. https://doi.org/10.56444/ubar.v3i2.5508
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
Pratiwi, B. M., & Mahfudz, M. (2021). Pengaruh Dukungan Selebriti, Konten Iklan, Dan Ulasan Online Terhadap Keputusan Pembelian Produk Pakaian Dengan Minat Beli Konsumen Sebagai Variabel Intervening (Studi Pada Platform Instagram Di Provinsi Jawa Tengah). Diponegoro Journal of Management, 10(6), 1–12. https://ejournal3.undip.ac.id/index.php/djom/article/view/32421
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 Variabel. 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
Rizkiya, A. S. A., & Hasbi, I. (2024). Pengaruh Perceived Enjoyment Terhadap Purchase Intentionpada Konsumen Tiktok Live Shopping Shop Di Kota Bandung. e-Proceeding of Management, 11(3), 2712–2719.
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 Penelitian 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
Senalasari, W., Maulidani, R. N., & Setiawati, L. (2025). From Reviews to Purchase Intention: The Interplay of Customer Review, Influencer Review, and Trust in Indonesian Skincare Products. Journal of Marketing Innovation (JMI), 5(1). https://doi.org/10.35313/jmi.v5i1.184
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 Penelitian, 8(1.1). https://doi.org/10.29099/ijair.v8i1.1.1330
Sinukaban, E. B., & Dewanti, M. A. (2024). Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Minat Beli Mahasiswa Prodi Manajemen Pada Pengguna Marketplace Shopee. Jurnal Manajemen dan Bisnis, 6(3).
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, 9(2).
Syahyudi, R. & Wasiman. (2024a). Pengaruh Pengalaman Belanja, Customer Review Online dan Layanan Pelanggan terhadap Kepuasan Pelanggan Shopee di Kota Batam. Arus Jurnal Sosial dan Humaniora, 4(2), 650–663. https://doi.org/10.57250/ajsh.v4i2.544
Syahyudi, R. & Wasiman. (2024b). Pengaruh Pengalaman Belanja, Customer Review Online dan Layanan Pelanggan terhadap Kepuasan Pelanggan Shopee di Kota Batam. Arus Jurnal Sosial dan Humaniora, 4(2), 650–663. https://doi.org/10.57250/ajsh.v4i2.544
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.
Yang, Y., Liu, J., & Wang, Y. (2024). Consumers’ variety-seeking behaviors under time pressure: Based on regulatory focus and excitement levels. PsyCh Journal, 13(3), 440–455. https://doi.org/10.1002/pchj.770
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
Zulkifli, Z., Rachbini, W., Agustina, A., Fathoni, M. A., & Fitriningrum, A. (2024). Exploring Consumer Behavior in Indonesian Online Marketplaces. International Review of Management and Marketing, 15(1), 193–203. https://doi.org/10.32479/irmm.17590
Published
2026-04-06
How to Cite
Cahyani, I., & Samsudin, A. (2026). Pengaruh PENGARUH PRODUCT VARIETY DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION DENGAN SHOPPING ENJOYMENT SEBAGAI VARIABEL INTERVENING. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(2). https://doi.org/https://doi.org/10.36778/jesya.v9i2.2588
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
