Peran Kredibilitas Ulasan Online dan Persepsi Risiko Kinerja Produk Dalam Membentuk Niat Beli Ulang melalui Citra Toko Online

Widodo Kemalmadakara; Arif Siaha Widodo

doi:10.61132/menawan.v4i6.2762

Authors

Widodo Kemalmadakara Universitas PGRI Yogyakarta
Arif Siaha Widodo Universitas PGRI Yogyakarta

DOI:

https://doi.org/10.61132/menawan.v4i6.2762

Keywords:

Online Review Credibility, Online Store Image, Product Performance Risk, Repurchase Intention, Synthetic Data

Abstract

This study examines the relationships of online review credibility and perceived product performance risk with repurchase intention through online store image in the context of EMC Official, a bookstore on Shopee. A quantitative explanatory survey simulation with a cross-sectional and nonexperimental design was used. Four hundred synthetic observations containing 16 items on a seven-point Likert scale were generated computationally; no field survey was conducted. The model was estimated using a custom Mode A PLS implementation with path weighting in Python and 10,000 bootstrap samples. All indicators met the specified measurement criteria in the synthetic dataset. Review credibility was positively related to store image (β = 0.375) and repurchase intention (β = 0.227). Product performance risk was negatively related to store image (β = −0.263), while its direct relationship with repurchase intention was not significant (β = 0.002; p = 0.963). Store image was positively related to repurchase intention (β = 0.478). The indirect effect of credibility through store image was 0.179, indicating complementary mediation. The indirect effect of risk was −0.126, indicating indirect-only mediation. Six of seven hypotheses were supported in the simulation. The model explained 24.98% of the variation in store image and 37.20% in repurchase intention. The study demonstrates how store image can statistically connect information and risk assessments with intentions to purchase again. The results depend on the data-generating assumptions and do not constitute empirical evidence about EMC Official customers. Validation using actual customers and subsequent transaction records is required.

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