ANALISIS PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING, TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI KEPERCAYAAN KONSUMEN (Studi pada Konsumen Shopee di Malang)

This research analyzes the influence of customer reviews and customer ratings on purchasing decisions among Shopee consumers in Malang City, with consumer trust as a mediating variable. The study's population consists of consumers who have used the Shopee application at least twice in the last 3 months, with a sample of 140 respondents. A quantitative method with purposive sampling was employed. Data was collected through a questionnaire and analyzed using Smart PLS 4. The findings indicate that both customer reviews and customer ratings have a positive and significant effect on purchasing decisions and trust, with trust mediating these effects.