PENGARUH TESTIMONIAL, RATING PENILAIAN, DAN LITERASI KEUANGAN SYARIAH TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (STUDI PADA MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA)

Najwa Isma Majeedah, NIM.: 20108030051 (2024) PENGARUH TESTIMONIAL, RATING PENILAIAN, DAN LITERASI KEUANGAN SYARIAH TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (STUDI PADA MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the effect of testimonials, rating ratings, and Islamic financial literacy on purchasing decisions in Shopee e-commerce with trust as an intervening variable (Study on students in the Special Region of Yogyakarta). This research is quantitative research with data collection methods using questionnaires. The sampling technique used a non-probability sampling method, with a total of 132 student respondents. This research was processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach with the help of the SmartPLS 3.2.9 analysis tool. The results showed that directly the testimonial and rating variables had a significant effect on purchasing decisions and trust, while Islamic financial literacy had no effect on purchasing decisions and had an effect on trust. Based on the indirect effect test, it is known that trust is able to mediate testimonials, rating, and Islamic financial literacy on purchasing decisions.

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