Online Customer Review, Online Customer Rating and its Influence on Online Purchasing Decisions Mediated By Trust
Abstract
This research was conducted with the aim of finding out the influence of online customer reviews and online customer ratings on online purchasing decisions mediated by trust. Data collection is done by distributing questionnaires in the form of Google Forms. This research variable consists of online customer reviews, online customer ratings as an independent variable, and online purchasing decisions as a dependent variable. While faith is an intermediate variable, Samples are selected based on purposive sampling techniques, and the number of samples reached is calculated using the Lemeshow formula. Data analysis using SEM-PLS. The conclusions of the research based on the hypothesis testing concluded that online customer reviews and online customer ratings influenced online purchasing decisions, and trust was able to mediate the influence of online customer reviews and online customer ratings on online purchasing decisions.
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DOI: https://doi.org/10.30596/miceb.v2i0.523
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