The Impact of Online Customer Review and Online Customer Rating on Purchase Interest with Trust as an Intervening Variable at Shopee Marketplace (Empirical Study of FE UNPRI Students)

Abstract

PT. Shopee International Indonesia is a company engaged in online product sales, known for its Shopee application. Shopee was introduced as a mobile application-based e-commerce platform at the end of May 2015. The sampling method used is Purposive Random Sampling, where samples meeting specific criteria are selected randomly. The criteria for selecting samples in this study are, Owning the Shopee application, Having made online purchases using Shopee, and Choosing fashion products. The population in this study comprises all students of the Faculty of Economics at Universitas Prima Indonesia in 2024, with a total sample size of 232 respondents. The data collection techniques employed include primary data in the form of questionnaires and secondary data obtained through documentation studies. The data analysis technique uses quantitative data processed with the SPSS program, including t-tests and the coefficient of determination (R²). The results of this study indicate, 1)There is a significant influence of online customer reviews and online customer ratings on trust, 2)There is a significant influence of online customer reviews and online customer ratings on purchase interest, 3)There is a significant influence of trust in service quality on purchase interest, 4)The trust variable is able to mediate the relationship between online customer reviews and purchase interest, 5)The trust variable is able to mediate the relationship between online customer ratings and purchase interest.