DAMPAK ONLINE CUSTOMER REVIEW DAN ONLINE ADVERTISING YANG DIMEDIASI OLEH WORD OF MOUTH TERHADAP MINAT BELI PADA E-COMMERCE SHOPEE

This research was conducted to determine the impact of online customer reviews and online advertising mediated by word of mouth on purchasing interest in Shopee e-commerce. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 100 was carried out using purposive sampling. Path analysis technique. The results show that online customer reviews have an influence on purchasing interest. This means that online customer reviews influence consumer buying interest. Online advertising has a positive effect on purchasing interest. This means that online advertising can influence consumers' buying interest in making purchasing decisions. Online customer reviews have a positive effect on word of mouth and online advertising has a significant positive effect on word of mouth. This means that good reviews and quality advertising generate buying interest for consumers. Word of mouth has a significant positive effect on buying interest and word of mouth cannot be a link between online customer reviews and buying interest. This means that consumer buying interest is not based on the presence of many good reviews. And word of mouth cannot be a link between online advertising and purchasing interest.