Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee

This study aims to examine the impact of online customer reviews, online customer ratings, trust, and purchase decisions on the Shopee online marketplace among Indonesian students. The research employs a quantitative methodology, utilizing a questionnaire as the primary data collection tool. A sample of 200 respondents was selected through purposive sampling. The findings from Structural Equation Modeling (SEM) analysis reveal that online customer reviews exert a significant positive influence on purchase decisions, whereas online customer ratings do not exhibit a significant effect. Both online customer reviews and ratings positively contribute to the establishment of consumer trust. However, the level of trust does not significantly impact purchase decisions. The implications suggest that platforms should enhance their features and services to bolster consumer trust and comprehend the intricate dynamics of how reviews and ratings influence purchase decisions.Studi penelitian ini bertujuan mengidentifikasi pengaruh online customer review, online customer rating, trust, dan keputusan pembelian di platform pasar daring Shopee terhadap mahasiswa di Indonesia. Metode penelitian kuantitatif digunakan dengan kuesioner sebagai instrumen utama. Sampel sebanyak 200 responden dipilih melalui purposive sampling. Hasil analisis structural equation modeling (SEM) menunjukkan bahwa review pelanggan online memiliki dampak positif yang signifikan terhadap keputusan pembelian, sedangkan rating pelanggan online tidak memiliki pengaruh yang signifikan. Online customer review beserta rating berkontribusi positif pada tingkat kepercayaan konsumen. Namun, tingkat kepercayaan tidak signifikan memengaruhi keputusan pembelian. Implikasinya, platform perlu meningkatkan fitur dan pelayanan untuk memperkuat kepercayaan konsumen dan memahami dinamika pengaruh review dan rating terhadap keputusan pembelian