PENGARUH CUSTOMER REVIEW, RATING, DAN KUALITAS PELAYANAN TERHADAP KEPERCAYAAN PELANGGAN PADA ERIGO OFFICIAL SHOP DI PLATFORM SHOPEE (Studi Kasus Pada Mahasiswa STIESIA Surabaya)

Abstract

Customers receive unsuitable products when they are delivered or the products are not delivered although the payment had been accepeted. Another problem is customers cannot feel the products since they can only see them through pictures/descriptions. This research aimed to analyze and find out how to build customers’ trust in Shopee online shopping at Erigo Official Shop. It was also to make sure the customers were not to be doubtful about having online shopping in Shopee. The population students of STIESIA Surabaya who bad bought the product through Shopee in the Erigo Official Shop and with an infinite. The data collection technique used purposived sampling. In line with that, there were 100 respondents as the sample. Furthermore, the instrument in the data collection technique used questionnaires. The data instrument testing used validity and reliability. Meanwhile, the proper model test used F-test, multiple determination coefficient, an hypothesis test using a t-test. The result customer reviews had a significantly positive effect on customer’ trust. Likewise, the ratings had a significantly positive effect on customers’ trust. Similarly, service quality had a significantly positive effect on customers’ trust in Shopee online shopping at Erigo Official Shop.