The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace
(1) STIE Hidayatullah Depok, Indonesia
(2) STIE Hidayatullah Depok, Indonesia
(3) STIE Hidayatullah Depok, Indonesia
(4) STIE Hidayatullah Depok, Indonesia
(*) Corresponding Author
DOI: https://doi.org/10.26858/ja.v9i1.36509
Abstract
This study aims to analyze: (1) The direct influence of Online Customer Review on Purchase Decisions; (2) The direct effect of Online Customer Review on Trust; (3) The direct effect of Trust on Purchase Decisions; (4) the Indirect influence of online customer review on purchasing decisions through trust. This study uses quantitative associative, with data collection through questionnaires (primary data). The sampling technique used a purposive sampling of as many as 250 respondents. The analysis used in this research is path analysis with the help of SmartPLS 3.0 software. The results showed that; (1) online customer reviews have a positive and significant direct influence on purchasing decisions; (2); Online Customer Review has a positive and significant direct effect on Trust (3) trust has a positive and significant direct effect on purchasing decisions; (4) Online customer reviews have a positive and significant indirect effect on purchasing decisions through trust.
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