ANALISIS ONLINE CUSTOMER REWIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DENGAN E-TRUST SEBAGAI VARIABEL MEDIASI (PADA PENGGUNA E-COMMERCE)

Abstract

This study aims to determine the effect of online customer reviews and online customer ratings on purchasing decisions through e-trust as a mediating variable. The population of this study were Tokopedia users in the city of Sukabumi. the sample of this study were 180 respondents with the sampling technique used through probability sampling. Furthermore, this research approach is quantitative with SEM analysis tools assisted by Smart PLS 3.2.9 software. The results of this study indicate that online customer reviews have a positive and significant effect on e-trust, online customer ratings have a positive and significant effect on e-trust, e-trust has a positive and significant effect on purchasing decisions, e-trust is able to mediate the effect of online customer reviews on purchasing decisions, and e-trust is able to mediate the effect of online customer ratings on purchasing decisions