Electronic Theses and Dissertation

Tujuan penelitian ini adalah untuk muenguji pengaruh online customer review, online customer rating terhadap keputusan pembelian dengan kepercayaan sebagai variabel mediasi pada kosmetik maybelline di shopee. jumlah responden dalam penelitian adalah 170 konsumen kosmetik maybelline di shopee. teknik pengambilan sampel yang digunakan non-probability sampling dengan jenis sampel yang digunakan non-probability sampling. sesuai dengan ketersediaan data dan tuntutan analisis, maka peneliti menggunakan sem- amos untuk menganalisis datanya. penelitian ini mengemukakan bahwa tidak semua variabel berpengaruh signifikan antar hubungan langsung maupun hubungan mediasi mulai dari online customer review dan online customer rating berpengaruh secara signifikan terhadap kepercayaan, online customer review dan online customer rating berpengaruh secara signifikan terhadap keputusan pembelian dan kepercayaan berpengaruh secara signifikan terhadap keputusan pembelian. selanjutnya online customer review dan online customer rating tidak berpengaruh secara signifikan terhadap keputusan pembelian melalui kepercayaan pada konsumen maybelline di shopee. kata kunci: online customer review, online customer rating, keputusan pembelian dan kepercayaan

The purpose of this study was to examine the effect of Online Customer Reviews and Online Customer Ratings on Purchase Decisions with Trust as a mediating variable for Maybelline Cosmetics at Shopee. The number of respondents in the study were 170 Maybelline Cosmetic consumers at Shopee. The sampling technique used is Non-probability Sampling with the type of sample used is Non-probability Sampling. In accordance with the availability of data and the demands of analysis, the researchers used SEM-AMOS to analyze the data. This study suggests that not all variables have a significant effect between direct relationships and mediation relationships, starting from online customer reviews and online customer ratings that have a significant effect on trust, online customer reviews and online customer ratings have a significant effect on purchase satisfaction and trust has a significant effect on satisfaction. purchase. Furthermore, online customer reviews and online customer ratings do not significantly influence purchasing decisions through trust in Maybelline consumers at Shopee. Keywords: Online Customer Reviews, Online Customer Ratings, Purchase Decisions and Trust