PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA SELLER MARKETPLACE TOKOPEDIA (STUDI PADA KONSUMEN PENGGUNA APLIKASI TOKOPEDIA DI JAWA TENGAH)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Salsabila, Yuliana
Subject
H Social Sciences (General)
Datestamp
2023-07-04 02:02:35
Abstract :
The internet is one of the phenomena that is currently changing human activities, including shopping activities, from offline to online. The purpose of the study was to examine the direct and indirect effect of online customer reviews and ratings on purchase intention with trust as an intervening variable. The method used in this research is quantitative through a questionnaire. The sample is 96 respondents. The sampling method used a non-probability sampling approach with a purposive sampling technique. Statistical tests were performed using SmartPLS. The validity test uses the Loading Factor and Average Variance Extracted, while the reliability test uses Cronbach's Alpha values and Composite Reliability and Specific Indirect Effects to test the indirect effect. The resulting test there are 7 hypotheses. 5 The proposed hypothesis is supported and significant. While the two hypotheses proposed are not supported and not significant, namely online customer rating on buying interest, online customer rating on buying interest through trust as a mediator.
The internet is one of the phenomena that is currently changing human activities, including shopping activities, from offline to online. The purpose of the study was to examine the direct and indirect effect of online customer reviews and ratings on purchase intention with trust as an intervening variable. The method used in this research is quantitative through a questionnaire. The sample is 96 respondents. The sampling method used a non-probability sampling approach with a purposive sampling technique. Statistical tests were performed using SmartPLS. The validity test uses the Loading Factor and Average Variance Extracted, while the reliability test uses Cronbach's Alpha values and Composite Reliability and Specific Indirect Effects to test the indirect effect. The resulting test there are 7 hypotheses. 5 The proposed hypothesis is supported and significant. While the two hypotheses proposed are not supported and not significant, namely online customer rating on buying interest, online customer rating on buying interest through trust as a mediator.
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