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 ecommerce 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.