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All Journal Jurnal Bina Bangsa Ekonomika
Pantas H Silaban
Universitas HKBP Nommensen
Economics, Econometrics & Finance

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ANALISIS SEM PADA ONLINE CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN KONSUMEN Lidia Afriani Banurea; Anne Rumondang Malau; Pantas H Silaban; Leonardo Davidsi Sipayung
Jurnal Bina Bangsa Ekonomika Vol. 16 No. 2 (2023): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v16i2.397

Abstract

This research aims to determine the influence of online customer reviews and online customer ratings on the purchase decision of Wardah Skincare products on the shopee marketplace through consumer trust. The respondents used in this study were women and men aged 17 years who were domiciled in the city of Medan and had purchased wardah skincare products on the shopee marketplace and filled out online customer reviews and online customer ratings. After collecting data, the sample used in this study was 100 respondents with purposive sampling method with non-probability sampling technique. The results of the analysis show that online customer reviews and online customer ratings do not have a significant influence on purchasing decisions. Online customer reviews have no influence on consumer confidence while online customer ratings have a significant effect on consumer confidence. Consumer trust has a significant influence on purchasing decisions. The influence of online customer reviews on purchasing decisions through consumer trust is not significant while online customer ratings on purchasing decisions through consumer trust have a significant influence. The data analysis used in this study is through a structural equation modeling approach / Structural Equation Model (SEM) using Smart-PLS 3.0 software  
Co-Authors Anne Rumondang Malau Leonardo Davidsi Sipayung Lidia Afriani Banurea