Pengaruh Online Customer Review Dan Online Costumer Rating Terhadap Kpercayaan Dan Minat Beli Di Tokopedia

Asbahar Asbahar, Andi Mappatompo, Buyung Romadhoni

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Penelitian ini bertujuan untuk mengetahui pengaruh Online Customer Review, Online Customer Rating, dan Kepercayaan terhadap minat beli konsumen di Tokopedia Sulawesi Barat. Sampel yang digunakan dalam penelitian ini adalah 155 orang konsumen Tokopedia di Sulawesi Barat. Analisis jalur dengan menggunakan software AMOS 28 digunakan untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa Online Customer Review berpengaruh positif signifikan terhadap minat beli, sedangkan Online Customer Rating berpengaruh negatif signifikan terhadap minat beli. Selain itu, Online Customer Review dan Online Customer Rating juga berpengaruh positif signifikan terhadap Kepercayaan. Online Customer Review dan Online Customer Rating juga berpengaruh positif siginifikan terhdapat minat beli melalui variabel kepercayaan. Berdasarkan hasil penelitian tersebut, disarankan kepada Tokopedia Sulawesi Barat untuk meningkatkan kualitas Online Customer Review yang diberikan kepada konsumen serta memperkuat faktor kepercayaan dengan memastikan keamanan transaksi di platform mereka. Bagi peneliti selanjutnya, disarankan untuk memperluas sampel penelitian dan mempertimbangkan faktor lain yang dapat mempengaruhi minat beli konsumen.

Kata kunci : Online Costumer Review; Online Costumer Rating; Kepercyaan Minat Beli.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v8i3.6231

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