Peran Social Proof Dalam Bentuk Customer Review Dalam Mendorong Impulsive Buying Generasi Z Pada Platform Shopee Dengan Risk Perception Sebagai Variabel Mediasi (Studi Pengguna Di Kota Kediri)

Abstract

The rapid growth of e-commerce in Indonesia has reshaped consumer behavior, especially among Generation Z as active
Shopee users. This study investigates the role of customer reviews in influencing impulsive buying with risk perception
as a mediating variable. Using a quantitative survey of 400 Gen Z respondents in Kediri and analyzed with SEM-
PLS, the findings reveal that customer reviews significantly affect risk perception, where credible reviews lower perceived
risk. Lower risk, in turn, increases impulsive buying. Interestingly, customer reviews show a negative direct effect on
impulsive buying, indicating that detailed reviews encourage rationality. However, they exert a positive indirect effect
through reduced risk perception. These results highlight how social proof shapes Gen Z’s digital consumption and provide
insights for e-commerce strategies