Issue

Vol. 12 No. 2 (2025): December

Date Log

Submitted
24 June 2025
Accepted
23 September 2025
Published
24 September 2025

Copyright (c) 2025 Suziana Suziana, Nurul Afifah Usman, Verinita Verinita (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Can Trust Be Streamed? The Influence of Digital Voices on Gen Z’s Repurchase Intention

https://doi.org/10.24252/minds.v12i2.58429
Suziana Suziana
Universitas Andalas, Indonesia
Nurul Afifah Usman
Universitas Andalas, Indonesia
Verinita Verinita
Universitas Andalas, Indonesia

Corresponding Author(s) : Suziana Suziana

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 2 (2025): December

Abstract

This study aims to examine the influence of online customer review, rating, and live streaming on trust and repurchase intention among Generation Z consumers in Padang, Indonesia. This paper contributes to digital marketing literature by exploring the mediating role of trust in e-commerce fashion purchases via Shopee. Using a quantitative approach, a purposive sampling method was applied to collect data from 200 Gen Z respondents who had purchased fashion products on Shopee within the last six months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that online reviews and ratings significantly affect both trust and repurchase intention, while live streaming impacts trust but not directly repurchase intention. Trust also mediates the relationship between review and repurchase intention, and between live streaming and repurchase intention. These findings suggest that trust is a key driver of customer loyalty in digital commerce, especially among Gen Z.

Keywords

Online Review Online Rating Live Streaming Trust Repurchase Intention
Suziana, S., Usman, N. A., & Verinita, V. (2025). Can Trust Be Streamed? The Influence of Digital Voices on Gen Z’s Repurchase Intention. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 489–498. https://doi.org/10.24252/minds.v12i2.58429
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Author Biographies

Suziana Suziana, Universitas Andalas

Management Department

Nurul Afifah Usman, Universitas Andalas

Management Department

Verinita Verinita, Universitas Andalas

Management Department

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