The Influence of Online Customer Reviews and Trust on Purchasing Decisions in E-Commerce Lazada in Surabaya City

Abstract

This study investigated the impact of online customer reviews and trust on purchasing choices made on Surabaya City’s Lazada e-commerce site. Utilizing quantitative research techniques, this investigation. 98 respondents from Surabaya city residents who were at least 17 years old and had made transactions on the e-commerce site Lazada made up the sample for this study. Non-probability sampling with a purposive sampling strategy was the sampling technique employed. Information gathered through handing out surveys. The SmartPLS 3.0 application is used in the data analysis approach, which employs Partial Least Square (PLS) analysis. The findings demonstrated that Lazada’s e-commerce in Surabaya city is positively and significantly impacted by online customer reviews and trust.