Pengaruh Virtual Try-On, Information Quality, dan Online Customer Review terhadap Keputusan Pembelian Produk Fashion pada Aplikasi Shopee dengan Perceived Value sebagai Variabel Mediasi
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Published
Aug 19, 2026
Abstract
The complexity of purchasing fashion product online encourage consumers to rely on various digital information sources before making purchase decision. This study aims to examine the effect of Virtual Try-On (VTO), Information Quality, and Online Customer Review on Purchase Decision for fashion products on the Shopee platform, wit Perceived Value serving as a mediating variable. A quantitative approach was employed using a survey of 200 Shopee user who match the research criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The result indicate that Virtual Try-On, Information Quality, and Perceived Value have a positive and significant effect on Purchase Decision, whereas Online Customer Review has no significant direct effect on Purchase Decision. Furthermore, Virtual Try-On, Information Quality, and Online Customer Review significantly influence Perceived Value. Perceived Value partially mediates the effect of Virtual Try-On and Information Quality on Purchase Decision, while fully mediating the relationship between Online Customer Review and Purchase Decision. These finding highlight the important role of Perceived Value in explaining how digital information sources shape customers’ purchase decision in the context of fashion e-commerce
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How to Cite
Setiawan, D. E. and Matruty, E. S. H. R. (2026) “Pengaruh Virtual Try-On, Information Quality, dan Online Customer Review terhadap Keputusan Pembelian Produk Fashion pada Aplikasi Shopee dengan Perceived Value sebagai Variabel Mediasi”, Ranah Research : Journal of Multidisciplinary Research and Development, 8(5), pp. 3154-3167. doi: 10.38035/rrj.v8i5.2277.
References
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Devi, S., Putri, A. E., Surianto, M. A., & Aslamiyah, S. (2022). The Effect of Price, Information Quality, and Perceived Risk on Online Purchasing Decisions in E-Commerce (Vol. 2, Number 1).
Dwi Viohafeni, Z., Aliyah, K. N., Ekonomi, F., & Bisnis, D. (2023). Pengaruh Fitur Virtual Try-On, Online Customer Review, dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Pada Aplikasi Shopee. Journal of Economics and Business Research, 2(2), 214–226.
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Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358. https://doi.org/10.36778/jesya.v6i2.1059
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Laela Rustika, & Bambang Setiyo Pambud. (2024). Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchasing Decision dengan Trust Sebagai Mediasi Pada Produk Skincare di Shopee. Jurnal Kajian Ilmu Manajemen, 4(3), 315–326. https://journal.trunojoyo.ac.id/jkim/article.
Maria, I., Wijaya, V., & Keni, K. (2021). PENGARUH INFORMATION QUALITY DAN SERVICE QUALITY TERHADAP PERCEIVED VALUE DAN KONSEKUENSINYA TERHADAP CUSTOMER ENGAGEMENT BEHAVIOR INTENTION (STUDI PADA SOCIAL COMMERCE INSTAGRAM). Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(2), 321. https://doi.org/10.24912/jmieb.v5i2.12276
Mark Yi-Cheon Yim, Shu-Chuan Chu, & Paul L. Sauer. (2022). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Pratama, R. A., Hasanah, R. I., & Wibasuri, A. (2023). The Influence of Virtual Try-On on Cosmetic Purchasing Decisions in the Shopee Application with Intervening Variable Purchase Interest.
Putri, S. Y., Meria, L., & Amroni. (2023). Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli. Technomedia Journal, 8(1SP), 92–107. https://doi.org/10.33050/tmj.v8i1sp.2070
Rafpli Syaputra, & Seprianti Eka Putri. (2024). Pengaruh Website Quality, Perceived Risk, dan Online Customer Review Terhadap Online Customer Trust Melalui Online Purchase Intention Sebagai Mediator (Studi Kasus Pada Pembelian Situs Belanja Online E-Commerce). Jurnal Administrasi Dan Manajemen, 14(1). https://doi.org/DOI:https://doi.org/10.52643/jam.v14i1.3723
Rahmat Ilahi, Septian Bayu Rahmadi, & Yoga Religia. (2025). Peran Artificial Intelligence dan Stimulus Digital Dalam Keputusan Pembelian Generasi Z pada E-Commerce: Tinjauan Literatur Berbasis Model S-O-R. Jurnal Manajemen Pemasaran, 1(1).
Reynaldi, & Audita Nuvriasari. (2024). The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation. Research Horizonn, 4(3), 179–188. https://doi.org/https://doi.org/10.54518/rh.4.3.2024.270
Risna Tarida Sinaga, Peran Simanihuruk, & Darwis Tamba. (2023). PENGARUH KEPERCAYAAN, KUALITAS PRODUK, KUALITAS INFORMASI, DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHIONONLINE DI MEDAN MELALUI APLIKASI SHOPEE. 2. https://ejournal.ust.ac.id/index.php/KUKIMA/article.
Safitri, S., & Ayu, D. M. (2025). Pengaruh Brand Awareness dan Penerimaan Augmented Reality (Virtual Try On) Terhadap Kepuasan dan Keputusan Pembelian Ulang. ECo-Buss, 7(3), 2026–2039. https://doi.org/10.32877/eb.v7i3.2201
Sari, D. M. F. P., Wibisono, S. R., Sari, P. R. J., & Wisudawati, N. N. S. (2025). Membuka Potensi: Evaluasi Komprehensif Augmented Reality dan Virtual Try-On Dalam Membentuk Persepsi Konsumen. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 6985–7000. https://doi.org/10.31004/riggs.v4i4.4732
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research. Cham: Springer International Publishing.
Subali Patma, T., Fienaningsih, N., Sri Rahayu, K., & Gusti Lanang Suta Artatanaya, I. (2021b). IMPACT OF INFORMATION QUALITY ON CUSTOMER PERCEIVED VALUE, EXPERIENCE QUALITY, AND CUSTOMER SATISFACTION FROM USING GOFOOD APLICATION. In Journal of Indonesian Economy and Business (Vol. 36). http://journal.ugm.ac.id/jieb
Sugiyono. (2024). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suwondo, N. M., & Noor Andriana, A. (n.d.). PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC PADA PLATFORM TIKTOK SHOP (STUDI PADA KONSUMEN PRODUK SKINTIFIC DI SAMARINDA). 7(3), 2023.
Tri Lestari, A., Fadillah Fidhyallah, N., & Zakiyah, R. (2024). E-WOM, Customer Review, dan Perceived Value terhadap Purchase Decision Produk Glad2Glow (Vol. 5, Number 2).
Twinkle Trivedi. (2023). Generation Z Inclined Toward Immersive Shopping Experiences: AR Virtual Try-On in Online Retail in India Twinkle Trivedi. . . In Immersive Technology and Experiences: Implications for Business and Society, 159-`170.
Yuliati, L. N., Taryana, A., & Anggraini, Z. D. (2024). The Influence of Perceived Quality, Value, Satisfaction, Trust, Commitment on Loyalty and Strategies to Increase Loyalty. Jurnal Aplikasi Manajemen, 22(3), 749–766. https://doi.org/10.21776/ub.jam.2024.022.03.10
Alfany Andrenata, Retno Endah Supeni, & Jekti Rahayu. (2022b). PENGARUH PERCEIVED VALUE, BRAND AWARENESS, PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH JEMBER. Jurnal Manajemen Sumber Daya Manusia, Adminsitrasi Dan Pelayanan Publik, 9(4), 813–824.
Ammar Shiddiq, D., & Tirto Andika, B. (2025). Pengaruh Percieved Usefulness, Review Quantity, Trust, dan Rating Product terhadap Customer Satisfaction pada E-Commerce Shopee (Vol. 03, Number 02). https://journal.uii.ac.id/selma/index
Atchariyakarn, N., & Zhang, J. (2021). A systematic review of perceived value toward online review on s-commerce platform. International Journal of Research in Business and Social Science (2147- 4478), 10(3), 46–52. https://doi.org/10.20525/ijrbs.v10i3.1127
Devi, S., Putri, A. E., Surianto, M. A., & Aslamiyah, S. (2022). The Effect of Price, Information Quality, and Perceived Risk on Online Purchasing Decisions in E-Commerce (Vol. 2, Number 1).
Dwi Viohafeni, Z., Aliyah, K. N., Ekonomi, F., & Bisnis, D. (2023). Pengaruh Fitur Virtual Try-On, Online Customer Review, dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Pada Aplikasi Shopee. Journal of Economics and Business Research, 2(2), 214–226.
Fatikha Sari, R., & Musadad, A. (2023). The Influence of Perceived Value and Brand Experience on Purchasing Decisions of YouTube Premium Services (Study on Followers Instagram Account @Youtuber Karawang). PRIMANOMICS : Jurnal Ekonomi Dan Bisnis, 21(2), 139–148. https://doi.org/https://doi.org/10.31253/pe.v21i2.1841
Hanaysha, J. R., Shriedeh, F. B., & Gulseven, O. (2025). Impact of website quality, product assortment, customer reviews, and perceived service quality on online loyalty: the role of perceived value as a mediator. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2433706
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358. https://doi.org/10.36778/jesya.v6i2.1059
Heryawan. K.C, & Kristiawan.A. (2024). PERANAN KEPERCAYAAN, KEMUDAHAN, DAN KUALITAS INFORMASIPADA KEPUTUSAN PEMBELIAN MELALUI E-COMMERCE SHOPEE MAHASISWA KOTA BANDUNG. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi), 11.
Khawla Sekri, Olfa Bouzaabia, Haifa Rzem, & David Juárez-Varón. (2024). Effects of virtual try-on technology as an innovative e-commerce tool on consumers’ online purchase intentions. European Journal of Innovation Management, 28(8).
Laela Rustika, & Bambang Setiyo Pambud. (2024). Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchasing Decision dengan Trust Sebagai Mediasi Pada Produk Skincare di Shopee. Jurnal Kajian Ilmu Manajemen, 4(3), 315–326. https://journal.trunojoyo.ac.id/jkim/article.
Maria, I., Wijaya, V., & Keni, K. (2021). PENGARUH INFORMATION QUALITY DAN SERVICE QUALITY TERHADAP PERCEIVED VALUE DAN KONSEKUENSINYA TERHADAP CUSTOMER ENGAGEMENT BEHAVIOR INTENTION (STUDI PADA SOCIAL COMMERCE INSTAGRAM). Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(2), 321. https://doi.org/10.24912/jmieb.v5i2.12276
Mark Yi-Cheon Yim, Shu-Chuan Chu, & Paul L. Sauer. (2022). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Pratama, R. A., Hasanah, R. I., & Wibasuri, A. (2023). The Influence of Virtual Try-On on Cosmetic Purchasing Decisions in the Shopee Application with Intervening Variable Purchase Interest.
Putri, S. Y., Meria, L., & Amroni. (2023). Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli. Technomedia Journal, 8(1SP), 92–107. https://doi.org/10.33050/tmj.v8i1sp.2070
Rafpli Syaputra, & Seprianti Eka Putri. (2024). Pengaruh Website Quality, Perceived Risk, dan Online Customer Review Terhadap Online Customer Trust Melalui Online Purchase Intention Sebagai Mediator (Studi Kasus Pada Pembelian Situs Belanja Online E-Commerce). Jurnal Administrasi Dan Manajemen, 14(1). https://doi.org/DOI:https://doi.org/10.52643/jam.v14i1.3723
Rahmat Ilahi, Septian Bayu Rahmadi, & Yoga Religia. (2025). Peran Artificial Intelligence dan Stimulus Digital Dalam Keputusan Pembelian Generasi Z pada E-Commerce: Tinjauan Literatur Berbasis Model S-O-R. Jurnal Manajemen Pemasaran, 1(1).
Reynaldi, & Audita Nuvriasari. (2024). The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation. Research Horizonn, 4(3), 179–188. https://doi.org/https://doi.org/10.54518/rh.4.3.2024.270
Risna Tarida Sinaga, Peran Simanihuruk, & Darwis Tamba. (2023). PENGARUH KEPERCAYAAN, KUALITAS PRODUK, KUALITAS INFORMASI, DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHIONONLINE DI MEDAN MELALUI APLIKASI SHOPEE. 2. https://ejournal.ust.ac.id/index.php/KUKIMA/article.
Safitri, S., & Ayu, D. M. (2025). Pengaruh Brand Awareness dan Penerimaan Augmented Reality (Virtual Try On) Terhadap Kepuasan dan Keputusan Pembelian Ulang. ECo-Buss, 7(3), 2026–2039. https://doi.org/10.32877/eb.v7i3.2201
Sari, D. M. F. P., Wibisono, S. R., Sari, P. R. J., & Wisudawati, N. N. S. (2025). Membuka Potensi: Evaluasi Komprehensif Augmented Reality dan Virtual Try-On Dalam Membentuk Persepsi Konsumen. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 6985–7000. https://doi.org/10.31004/riggs.v4i4.4732
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research. Cham: Springer International Publishing.
Subali Patma, T., Fienaningsih, N., Sri Rahayu, K., & Gusti Lanang Suta Artatanaya, I. (2021b). IMPACT OF INFORMATION QUALITY ON CUSTOMER PERCEIVED VALUE, EXPERIENCE QUALITY, AND CUSTOMER SATISFACTION FROM USING GOFOOD APLICATION. In Journal of Indonesian Economy and Business (Vol. 36). http://journal.ugm.ac.id/jieb
Sugiyono. (2024). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suwondo, N. M., & Noor Andriana, A. (n.d.). PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC PADA PLATFORM TIKTOK SHOP (STUDI PADA KONSUMEN PRODUK SKINTIFIC DI SAMARINDA). 7(3), 2023.
Tri Lestari, A., Fadillah Fidhyallah, N., & Zakiyah, R. (2024). E-WOM, Customer Review, dan Perceived Value terhadap Purchase Decision Produk Glad2Glow (Vol. 5, Number 2).
Twinkle Trivedi. (2023). Generation Z Inclined Toward Immersive Shopping Experiences: AR Virtual Try-On in Online Retail in India Twinkle Trivedi. . . In Immersive Technology and Experiences: Implications for Business and Society, 159-`170.
Yuliati, L. N., Taryana, A., & Anggraini, Z. D. (2024). The Influence of Perceived Quality, Value, Satisfaction, Trust, Commitment on Loyalty and Strategies to Increase Loyalty. Jurnal Aplikasi Manajemen, 22(3), 749–766. https://doi.org/10.21776/ub.jam.2024.022.03.10