CONSUMENT PURCHASE DECISION: ONLINE CONSUMENT RATING, ONLINE CONSUMENT REVIEW DAN CONSUMENT TRUST PADA APLIKASI SHOPEE
Keywords:
Online Consument Rating, Online Consument Review, Consument Trust, Consument Purchase DecisionAbstract
This study aims to determine the effect of online consumer rating, online consumer review and consumer trust on consumer purchase decisions for online shop shopee consumers in Medan City. This type of research used is quantitative research. The population in this study were all shoppee online consumers in Medan City. Samples were taken as many as 100 respondents using probability sampling technique with random sampling method. Data collection techniques used were interviews and questionnaires (questionnaire). The data analysis technique used is Partial Least Square-Structural Equestion Model (SEM-PLS) which aims to test the existing hypotheses in this study. The results of this study indicate that the online consumer rating has a positive and significant effect on the consumer purchase decision. Online consumer reviews have a positive and significant effect on consumer purchase decisions. Consumer trust has a significant positive effect on consumer purchase decisions.