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Vol. 3 No. 2 (2026) • Articles
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Pengaruh Personalisasi Rekomendasi Produk Terhadap Perilaku Pembelian Konsumen Dengan Trust Sebagai Variabel Mediasi Pada Pengguna Shopee

M Rafly Ramdhani
Sriwijaya University image/svg+xml
Mira Afrina
Sriwijaya University image/svg+xml
Published: November 25, 2026 Pages: 363-374
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Abstract

Product recommendation personalization helps e-commerce platform users find products that match their needs and preferences. This study examines the effect of Product Recommendation Personalization on Trust, the effect of Trust on Purchase Behavior, and the mediating role of Trust among Shopee users based on the Stimulus–Organism–Response (S-O-R) framework. A quantitative approach with a cross-sectional design was employed. Data were collected through an online questionnaire using purposive sampling, resulting in 111 eligible respondents, comprising 72.07% male and 27.93% female respondents aged 14–69 years. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 with 5,000 bootstrap subsamples. The results indicate that Product Recommendation Personalization has a positive and significant effect on Trust (β = 0.696; p < 0.001). Trust also has a positive and significant effect on Purchase Behavior (β = 0.719; p < 0.001). The indirect effect of Product Recommendation Personalization on Purchase Behavior through Trust is also significant (β = 0.501; p < 0.001), confirming the mediating role of Trust. These findings support the S-O-R mechanism and highlight the importance of recommendation relevance and user trust in supporting online purchasing behavior.

Keywords:
Product Recommendation Personalization Trust Purchase Behavior S-O-R Theory Shopee
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Author Biographies
M Rafly Ramdhani Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kabupaten Ogan Ilir, Sumatera Selatan, Indonesia.

Mira Afrina Sriwijaya University

Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Universitas Sriwijaya, Kabupaten Ogan Ilir, Sumatera Selatan, Indonesia.

How to Cite
Ramdhani, M. R., & Afrina, M. (2026). Pengaruh Personalisasi Rekomendasi Produk Terhadap Perilaku Pembelian Konsumen Dengan Trust Sebagai Variabel Mediasi Pada Pengguna Shopee. Jurnal Manajemen Dan Teknologi, 3(2), 363-374. https://doi.org/10.63447/jmt.v3i2.2139
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