Pengaruh Rating Dan Online Consumer Review Terhadap Minat Beli Dengan Kepercayaan Sebagai Variabel Mediasi Pada Marketplace Tokopedia (Studi Pada Mahasiswa Manajemen Angkatan 2019 Universitas Muhammadiyah Metro)

Abstract

Based on data from Iprice.com in 2022, Tokopedia is the number 1 top order in Indonesia for e-commerce that has the most visitors. The survey, which involved 1,200 e-commerce platform users, found that Tokopedia was the most reviewed e-commerce platform. It can be seen from the public showing their trust by shopping online and providing information to other people to also shop at Tokopedia. This study has a goal, namely to find out whether ratings have a direct effect on trust. To find out whether online consumer reviews have a direct effect on trust. To find out whether the rating has a direct effect on buying interest. To find out whether online consumer reviews have a direct effect on purchase intention. To find out whether trust has a direct effect on buying interest. The sample of this research was Management Students Class of 2019 at Muhammadiyah Metro University with a total of 102 students. Data collection used a questionnaire, and data analysis used validity test, reliability test, normality test, homogeneity test, linearity test and regression significance and path analysis (path analysis) using the program (SPSS). The results of the study show that there is a positive effect of Rating on Trust, there is a positive effect of Online Consumer Reviews on Trust, there is a positive effect of Rating on Purchase Intention, there is a positive effect of Online Consumer Reviews on Purchase Intention, there is a positive effect of Trust on Online Consumer Reviews.