PENGARUH RATING DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PADA LAZADA MELALUI TRUST SEBAGAI VARIABEL INTERVENING

Abstract

This research aimed to find out the effect of Rating, Online Customer Review, and Trust on buying interest and indirect effect of Rating and Online Customer Review on buying interest with Trust as the intervening variable. The research was quantitative. The population was Lazada customers in Sidoarjo Sub District with an unknown number. Therefore, the data collection technique used non-probability sampling with the Lemeshow method. In line with that, there were 100 respondents as the sample. Moreover, the data were collected by google form through questionnaires. Furthermore, the data analysis technique used Partial Least Square with SmartPLS 3.0. The result concluded that Rating had a significantly positive effect on buying interest. Likewise, Online Customer Review had a significantly positive effect on buying interest. Additionally, Rating had a significantly positive effect on Trust. Similarly, Online Customer Review had a significantly positive effect on Trust. In addition, Trust had a significantly positive effect on buying interest. However, Rating had an indirect effect on buying interest with Trust as the intervening variable positively and significantly. Likely, Online Customer Review had an indirect effect on buying interest with Trust as the intervening variable positively and significantly.