Analysis of Online Consumer Review and Online Consumer Rating to Consumer Trust and Purchase Decision on E-Commerce Jakmall.Com


Authors : El Shaddai Sandhy Pustap, Ririn Wulandari

Volume/Issue : Volume 5 - 2020, Issue 2 - February

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/38SbY6X

This research aims to analyze the effect of Online Consumer Review and Online Consumer Rating variables on Consumer Trust and Purchasing Decisions at Jakmall.com. This research uses quantitative research methods with explanatory and survey approaches. The study population are consumers who have purchased products at E-commerce Jakmall.com and the number of research samples is 150 respondents. The sampling method is done by using the Purposive Sampling method. Hypothesis testing proposed in this study carried out with a Structural Equation Model (SEM) test tool using LISREL 8.8 software. The results of the structural model analysis show that the Online Consumer Review and Online Consumer Rating variables have a positive and significant effect on the Consumer Trust. In addition the Online Consumer Rating variable also has a positive and significant effect on Purchasing Decisions, while the Online Consumer Review variable has a positive and not significant effect on Purchasing Decision at Jakmall.com.

Keywords : Online Consumer Review, Online Consumer Rating, Consumer Trust, Purchase Decision.

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