THE ROLE OF ONLINE CUSTOMER REVIEWS IN INCREASING IMPULSIVE PURCHASE OF FASHION PRODUCTS ONLINE WITH CUSTOMER TRUST AS A MEDIATOR

Abstract

This study purposes to analyze online consumer reviews on impulsive purchases, and with customer trust as a mediating variable. This research was conducted in 2022. The population was consumers who have experiences in shopping online through social media or other online shopping applications in Indonesia. The sample of this research was 400 respondents. Data analysis techniques used the Structural Equation Model (SEM). The data were primary data. Data collection applied a questionnaire. The results of the research conclude three findings: First, online consumer reviews have a significant effect on trust. This means that the more consumers read online consumer reviews, the higher the consumer's trust in the product and the online seller. Second, trust has a significant effect on impulsive buying decisions meaning that the higher the level of consumer confidence in a product, the higher the probability that consumers will buy the product. Third, online consumer reviews have a significant effect on impulsive purchases with trust as a mediator. This indicates that the more consumers read online consumer reviews, the higher the possibility of impulsive purchases, supported by the existence of trust which greatly influences the variables between the two, between online consumer reviews on trust and trust on impulsive purchases.