PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP MINAT BELI KONSUMEN MARKETPLACE TOKOPEDIA MELALUI TRUST SEBAGAI VARIABEL INTERVENINGNYA

Abstract

This research aimed to examine the direct effect of the online customer review, rating and trust on the purchasing
interest, online customer review on trust, and rating on the trust. Furthermore, this research also aimed to find
out the indirect effect of the online customer review on the purchasing interest through trust as the intervening
variable and rating on the purchasing intention of Tokopedia marketplace through trust as the intervening variable
(study on the students of STIESIA Surabaya). This research was quantitative. Furthermore, the sample collection
technique used a nonprobability sampling method i.e., a random collection technique of sample members. Moreover,
the data collection of this research used a questionnaire distributed to the 109 respondents. In addition, the data
analysis technique used supported the instrument of Smartpls software 3.0. The research result concluded that
online customer review, rating and trust had a positive and significant effect on the purchasing interest, online
customer review and rating had a positive and significant effect on trust. On the other hand, the research result
indicated that the indirect effect of online customer review and rating on the purchase interest through trust as
the intervening variable had a significantly positive effect.