Pengaruh Visualisasi Produk, Online Customer Rating, dan Trust terhadap Niat Beli Konsumen Generasi Z pada Shopeefood di Surabaya

Abstract

This study aims to analyze the effect of Product Visualization, Online Customer Ratings, and Trust on the Purchase Intentions of Generation Z consumers on the ShopeeFood platform in Surabaya. In the context of digital food delivery services, consumers cannot see the products directly, so visual appearance, customer rating systems, and trust levels become important factors in shaping purchasing decisions. This study employs a quantitative approach using a survey method targeting 180 Generation Z respondents in Surabaya who have used ShopeeFood. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results show that Online Customer Rating and Trust have a positive and significant effect on Purchase Intention, while Product Visualization has a positive but insignificant effect. These findings imply that strengthening merchant trust and credibility is a key strategy in increasing consumer purchase intention on the ShopeeFood platform.