The Role Of Trust In Mediating The Effects Of Product Ratings And Customer Engagement On Generation Z Satisfaction With Shopee Products In Bekasi Regency
Keywords:
product rating, customer engagement, consumer trust, consumer satisfaction, Generation Z, Shopee, Bekasi Regency.
Abstract
Consumer shopping behavior in Indonesia has shifted significantly toward e-commerce platforms, with Shopee dominating the market, particularly among Generation Z. However, high usage frequency does not always translate into consumer satisfaction because of credibility issues in product ratings, review manipulation, and engagement experiences that often fail to foster security and trust. This study examines the direct and indirect effects of product ratings and customer engagement on consumer satisfaction, with consumer trust as a mediating variable. This study used a quantitative explanatory approach with a survey method. The sample included 285 Generation Z respondents (aged 17–27) residing in Bekasi Regency who are active Shopee users and have completed at least one transaction. Purposive sampling was used. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings confirm that product ratings and customer engagement have positive and significant direct effects on consumer satisfaction, as well as indirect effects mediated by consumer trust. Consumer trust partially mediates the relationship between product ratings and satisfaction (VAF = 36.62%) and between customer engagement and satisfaction (VAF = 67.70%). The structural model explains 72.9% of the variance in consumer satisfaction, with trust emerging as the strongest predictor. This study concludes that consumer trust serves as a key psychological mechanism that bridges digital stimuli—both informational (product ratings) and relational (customer engagement)—into affective evaluations of satisfaction, particularly for Generation Z in peri-urban areas. The findings reinforce the integration of Signaling Theory, Social Exchange Theory, and Commitment-Trust Theory within the e-commerce context.
References
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Dessart, L., & Veloutsou, C. (2021). Social engagement and consumer behavior: The role of community identification. European Journal of Marketing, 55(4), 1023-1045.
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Harrigan, P., Evers, U., Miles, M., & Daly, T. (2021). Customer engagement and loyalty in digital platforms. Journal of Marketing Management, 37(1-2), 78-102.
Hartanto, A., Wijaya, T., & Budiman, S. (2022). Factors affecting online purchase decision and customer satisfaction in Indonesia e-commerce. International Journal of Business and Management, 17(4), 45-61.
Hasanah, N. (2025). Customer experience and customer loyalty: The mediating role of customer engagement. Journal of Consumer Marketing, 42(1), 34-50.
Hoang, D. T., & Bui, H. T. (2025). The impact of review and rating on customer experience in electronic marketplaces. Journal of Digital Marketing, 18(3), 145-162.
Hollebeek, L. D., Andreassen, T. W., & Smith, D. L. (2022). Mobile app vs. desktop browser platforms: The relationships among customer engagement, experience, relationship quality and loyalty intention. Journal of Interactive Marketing, 58, 78-95.
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Kim, Y., & Peterson, R. A. (2021). A meta-analysis of online trust and satisfaction in e-commerce. Journal of Retailing, 97(1), 89-105.
Kock, N. (2020). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 16(2), 1-18.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Harlow: Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. New York: John Wiley & Sons.
Kumar, V., Ramachandran, D., & Kumar, S. (2021). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: Evidence from the banking industry. Journal of Financial Services Marketing, 26(2), 89-104.
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, society (17th ed.). Harlow: Pearson Education.
Lee, S., & Park, J. (2024). The impact of customer engagement on brand equity of sports clubs. Journal of Sport Management, 38(1), 45-62.
Li, M., Wang, Y., & Zhang, J. (2023). Customers' decision pattern based on mobile reviews in digital economy. Journal of Business Research, 158, 113-129.
Lim, W. M., Yap, C. S., & Liew, C. S. (2024). Customer engagement in e-commerce: A comprehensive framework. Journal of Retailing and Consumer Services, 77, 103-125.
Mahendra, A., Putri, N. K., & Dewi, L. (2026). Analysis of the role of customer reviews and product ratings in building brand trust and loyalty. Journal of Brand Management, 33(1), 78-95.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Ngo, T. T., Nguyen, T. H., & Pham, T. M. (2025). The influence of online customer reviews (OCRs) on the online shopping intention for domestic fashion. Journal of Fashion Marketing and Management, 29(1), 34-51.
Nguyen, T. H., Hoang, T. P., & Tran, D. T. (2022). The effect of perceived benefits and trust on Gen Z's online shopping behavior. Journal of Consumer Behaviour, 21(5), 1123-1141.
Oliveira, T., & Martins, M. F. (2021). E-commerce trust and customer satisfaction: A quantitative analysis. Journal of Electronic Commerce Research, 22(3), 189-206.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Pratama, A., Nugroho, T., & Widjaja, T. (2024). Trust and satisfaction in e-commerce: A study of Indonesian consumers. Jurnal Manajemen Pemasaran, 18(2), 145-162.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2020). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 100, 104-116.
Putri, R. M., & Nugroho, T. A. (2025). The impacts of social media influencer's credibility attributes on gen Z purchase intention with brand image as mediation. Journal of Digital Marketing, 19(3), 156-173.
Rita, P., Oliveira, T., & Farisa, A. (2022). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Journal of Retailing and Consumer Services, 68, 103-121.
Schneider, G. P. (2020). Electronic commerce (13th ed.). Boston: Cengage Learning.
Shiddiq, M. F., & Andika, R. (2025). Pengaruh perceived usefulness, review quantity, trust, dan rating product terhadap customer satisfaction pada e-commerce. Jurnal Ilmu Manajemen dan Bisnis, 16(1), 89-106.
Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355-374.
Sudaryanto, T., Lestari, R., & Mulyani, S. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision. Journal of Consumer Marketing, 42(2), 78-95.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sukirman, A., Hartati, S., & Wibowo, A. (2023). Online customer review and rating effects in Shopee marketplace. Jurnal Ekonomi dan Bisnis Indonesia, 38(2), 201-218.
Suleman, R., Hassan, M., & Ali, A. (2023). Building e-trust and e-retention in online shopping: The role of website design, reliability and perceived ease of use. Journal of Electronic Commerce Research, 24(1), 56-73.
Tran, G. A., & Strutton, D. (2023). Examining the relationship between e-service quality and satisfaction: A meta-analysis. Journal of Services Marketing, 37(3), 289-305.
Wang, Y., Zhang, X., & Liu, H. (2022). Trust and consumers' purchase intention in a social commerce platform. Journal of Business Research, 145, 567-579.
Wang, L., Chen, Y., & Zhao, H. (2023). Elements of information ecosystems stimulating the online consumer behavior: A mediating role of cognitive and affective trust. Journal of Consumer Behaviour, 22(4), 892-910.
Zhang, Y., Liu, P., & Wang, H. (2024). Digitally-enabled antecedents of trust, repurchase intention and the impact of blockchain traceability labels.
Journal of Business Ethics, 185(2), 345-362.
Zhao, X., Wang, L., & Guo, Y. (2022). Usage, pleasure, price, and feeling: A study on shopping orientation and consumer outcome. Journal of Consumer Marketing, 39(5), 456-471.
Zhao, Y., Xu, J., & Chen, Y. (2023). Product rating credibility in e-commerce: A signaling theory perspective. Information & Management, 60(3), 103-121.
APJII. (2025). Laporan Survei Penetrasi Internet Indonesia 2025. Jakarta: Asosiasi Penyelenggara Jasa Internet Indonesia.
Badan Pusat Statistik Jawa Barat. (2025). Jawa Barat dalam Angka 2025. Bandung: BPS Provinsi Jawa Barat.
Bank Indonesia. (2025). Statistik E-Commerce Indonesia 2025. Jakarta: Bank Indonesia.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370.
Blau, P. M. (1964). Exchange and power in social life. New York: John Wiley & Sons.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. D. (2021). Consumer brand engagement beyond the "likes": An empirical investigation. Journal of Marketing Management, 37(5-6), 423-456.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Harlow: Pearson Education.
Chen, Y., Zhang, X., & Liu, Y. (2021). The effect of online reviews on consumer satisfaction in e-commerce. Journal of Retailing and Consumer Services, 62, 102658.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks: SAGE Publications.
Cuong, D. T. (2025). The influence of utilitarian value, hedonic value, and online review on consumers' satisfaction, trust, and repurchase intention. Journal of Consumer Behaviour, 36(2), 189-204.
Dessart, L., & Veloutsou, C. (2021). Social engagement and consumer behavior: The role of community identification. European Journal of Marketing, 55(4), 1023-1045.
Djafarova, E., & Bowes, T. (2021). Instagram made me buy it: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2022). Trust and satisfaction in e-commerce: A meta-analysis. Journal of the Association for Information Systems, 23(3), 678-705.
Febrilia, I., & Warokka, A. (2021). Consumer behavior in e-commerce: A PLS-SEM approach. Journal of Digital Marketing, 14(2), 112-128.
Filieri, R., Chen, W., & Lalwani, A. K. (2021). The influence of review credibility,
review usefulness, and ease of use on consumers' continuance intention. Information Technology & People, 34(3), 1023-1048.
Ghosh, S. (2024). Meta-analytic review of online purchase intention: Conceptualizing the study variables. Journal of Business Research, 158, 113-129.
Ginting, M. R. M., Lubis, T. A. P., & Putri, R. M. (2023). Repurchase intention of e-commerce customers in Indonesia: The mediating role of satisfaction. Jurnal Manajemen Indonesia, 23(2), 156-172.
GoodStats. (2025). Laporan E-Commerce Paling Sering Diakses di Indonesia 2025.
Jakarta: GoodStats Indonesia.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Thousand Oaks: SAGE Publications.
Handaputra, M. I., & Mustikasari, R. (2025). Role of online customer ratings in shaping purchase decisions: A case study of Erigo products on Shopee. Journal of Marketing and Consumer Behaviour, 10(2), 78-94.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2021). Customer engagement and loyalty in digital platforms. Journal of Marketing Management, 37(1-2), 78-102.
Hartanto, A., Wijaya, T., & Budiman, S. (2022). Factors affecting online purchase decision and customer satisfaction in Indonesia e-commerce. International Journal of Business and Management, 17(4), 45-61.
Hasanah, N. (2025). Customer experience and customer loyalty: The mediating role of customer engagement. Journal of Consumer Marketing, 42(1), 34-50.
Hoang, D. T., & Bui, H. T. (2025). The impact of review and rating on customer experience in electronic marketplaces. Journal of Digital Marketing, 18(3), 145-162.
Hollebeek, L. D., Andreassen, T. W., & Smith, D. L. (2022). Mobile app vs. desktop browser platforms: The relationships among customer engagement, experience, relationship quality and loyalty intention. Journal of Interactive Marketing, 58, 78-95.
Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597-606.
Hwang, J. H., & Choi, J. S. (2022). Effects of online purchase e-CRM activities and e-customer satisfaction on e-loyalty during COVID-19. Journal of Business Research, 145, 567-579.
IDN Research Institute. (2024). Preferensi E-Commerce Generasi Z Indonesia 2024. Jakarta: IDN Research Institute.
Indiani, N. L. P., & Febriandari, K. D. (2021). Consumer behavior in e-commerce: Quantitative approach. Jurnal Bisnis dan Manajemen, 22(2), 134-148.
Kim, Y., & Peterson, R. A. (2021). A meta-analysis of online trust and satisfaction in e-commerce. Journal of Retailing, 97(1), 89-105.
Kock, N. (2020). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 16(2), 1-18.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Harlow: Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. New York: John Wiley & Sons.
Kumar, V., Ramachandran, D., & Kumar, S. (2021). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: Evidence from the banking industry. Journal of Financial Services Marketing, 26(2), 89-104.
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, society (17th ed.). Harlow: Pearson Education.
Lee, S., & Park, J. (2024). The impact of customer engagement on brand equity of sports clubs. Journal of Sport Management, 38(1), 45-62.
Li, M., Wang, Y., & Zhang, J. (2023). Customers' decision pattern based on mobile reviews in digital economy. Journal of Business Research, 158, 113-129.
Lim, W. M., Yap, C. S., & Liew, C. S. (2024). Customer engagement in e-commerce: A comprehensive framework. Journal of Retailing and Consumer Services, 77, 103-125.
Mahendra, A., Putri, N. K., & Dewi, L. (2026). Analysis of the role of customer reviews and product ratings in building brand trust and loyalty. Journal of Brand Management, 33(1), 78-95.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Ngo, T. T., Nguyen, T. H., & Pham, T. M. (2025). The influence of online customer reviews (OCRs) on the online shopping intention for domestic fashion. Journal of Fashion Marketing and Management, 29(1), 34-51.
Nguyen, T. H., Hoang, T. P., & Tran, D. T. (2022). The effect of perceived benefits and trust on Gen Z's online shopping behavior. Journal of Consumer Behaviour, 21(5), 1123-1141.
Oliveira, T., & Martins, M. F. (2021). E-commerce trust and customer satisfaction: A quantitative analysis. Journal of Electronic Commerce Research, 22(3), 189-206.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Pratama, A., Nugroho, T., & Widjaja, T. (2024). Trust and satisfaction in e-commerce: A study of Indonesian consumers. Jurnal Manajemen Pemasaran, 18(2), 145-162.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2020). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 100, 104-116.
Putri, R. M., & Nugroho, T. A. (2025). The impacts of social media influencer's credibility attributes on gen Z purchase intention with brand image as mediation. Journal of Digital Marketing, 19(3), 156-173.
Rita, P., Oliveira, T., & Farisa, A. (2022). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Journal of Retailing and Consumer Services, 68, 103-121.
Schneider, G. P. (2020). Electronic commerce (13th ed.). Boston: Cengage Learning.
Shiddiq, M. F., & Andika, R. (2025). Pengaruh perceived usefulness, review quantity, trust, dan rating product terhadap customer satisfaction pada e-commerce. Jurnal Ilmu Manajemen dan Bisnis, 16(1), 89-106.
Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355-374.
Sudaryanto, T., Lestari, R., & Mulyani, S. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision. Journal of Consumer Marketing, 42(2), 78-95.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sukirman, A., Hartati, S., & Wibowo, A. (2023). Online customer review and rating effects in Shopee marketplace. Jurnal Ekonomi dan Bisnis Indonesia, 38(2), 201-218.
Suleman, R., Hassan, M., & Ali, A. (2023). Building e-trust and e-retention in online shopping: The role of website design, reliability and perceived ease of use. Journal of Electronic Commerce Research, 24(1), 56-73.
Tran, G. A., & Strutton, D. (2023). Examining the relationship between e-service quality and satisfaction: A meta-analysis. Journal of Services Marketing, 37(3), 289-305.
Wang, Y., Zhang, X., & Liu, H. (2022). Trust and consumers' purchase intention in a social commerce platform. Journal of Business Research, 145, 567-579.
Wang, L., Chen, Y., & Zhao, H. (2023). Elements of information ecosystems stimulating the online consumer behavior: A mediating role of cognitive and affective trust. Journal of Consumer Behaviour, 22(4), 892-910.
Zhang, Y., Liu, P., & Wang, H. (2024). Digitally-enabled antecedents of trust, repurchase intention and the impact of blockchain traceability labels.
Journal of Business Ethics, 185(2), 345-362.
Zhao, X., Wang, L., & Guo, Y. (2022). Usage, pleasure, price, and feeling: A study on shopping orientation and consumer outcome. Journal of Consumer Marketing, 39(5), 456-471.
Zhao, Y., Xu, J., & Chen, Y. (2023). Product rating credibility in e-commerce: A signaling theory perspective. Information & Management, 60(3), 103-121.
Published
2026-10-16
How to Cite
Zharkasih, A., Purnamasari, P., & Wiyatmo, T. N. (2026). The Role Of Trust In Mediating The Effects Of Product Ratings And Customer Engagement On Generation Z Satisfaction With Shopee Products In Bekasi Regency. International Journal of Economics, Business and Innovation Research, 5(06), 1471-1487. https://doi.org/10.63922/ijebir.v5i06.6785
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