PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP MINAT BELI DI SHOPEE MELALUI KEPERCAYAAN SEBAGAI MEDIASI

This study aims to determine and analyze the influence of reviews, ratings, and trust on purchase intentions. In addition, this study aims to clarify whether or not there is a relationship between reviews and ratings and purchase intention, with trust as the mediator. With 110 respondents, this study was conducted in Blitar. Accidental sampling is a sampling method. Data collection using questionnaires. SmartPLS software is used to perform data analysis using PLS-SEM. The research results show that: 1) Reviews have a negative and statistically insignificant impact on purchase intentions. 2) Rating has a positive and significant impact on purchase intention. 3) Rating has a positive impact on trust. 4) Rating has a positive impact on trust. 5) Trust has a significant positive impact on purchase interest. 6) Trust is a mediator between reviews and purchase interest. and 7) Trust is a mediator between rating and purchase interest.