The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace

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.