THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS ON PURCHASE DECISIONS MEDIATED BY CONSUMER TRUST (A STUDY OF THE SAMBENG COMMUNITY)

Abstract

This research is titled “The Influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions in E-Commerce Shopee Mediated by Consumer Trust (A Study on the Sambeng Community).” The aim of this research is to analyze the influence of online customer reviews and online customer ratings on purchase decisions, as well as the role of consumer trust as a mediating variable. The type of research used is quantitative research. The population for this study consists of Shopee consumers in the Sambeng community who make purchases on the Shopee e-commerce platform. The sample for this study is 104 respondents. The sampling technique employed is purposive sampling. Data collection in this study uses survey methods and questionnaires. The data analysis technique utilizes Partial Least Square (PLS) with the help of SmartPLS 3 software, employing tests that include the measurement model, namely validity and reliability tests, and the structural model, which includes the coefficient of determination test, path coefficient test, hypothesis formulation that determines the t-value and decision, and mediation test. The results of the study indicate that online customer reviews do not have a significant effect on purchase decisions, online customer ratings have a positive and significant effect on purchase decisions, consumer trust does not mediate the effect of online customer reviews on purchase decisions, and consumer trust mediates the effect of online customer ratings on purchase decisions.