PENGARUH ULASAN DAN PENILAIAN PELANGGAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Kerupuk Rambak Cow Jaya)

This research was conducted to determine and analyze the influence of online customer reviews and ratings on purchasing decisions with purchase interest as an interverning variable. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 130 was carried out using purposive sampling using path analysis techniques. The results show that 1. Online customers reviews have an insignificant negative effect on purchasing decisions . This shows that good on line customers reviews do not influence consumers ' decisions to shop in the marketplace . Online customers ratings have a significant positive effect on purchasing decisions . This shows that on line customers assessments at the time of purchase can influence consumers in making purchases decisions. Online customers reviews have an insignificant negative effect on purchasing interest . This shows that many reviews are good and do n't affect consumer buying interest. Online customers ratings have an insignificant negative effect on purchasing interest . This shows that consumer interest in the product is not influenced by customers assessment. Purchase interest has been positive and significant effect on purchasing decisions . This shows that consumers in making purchases decisions are influenced by strong consumer buying interest . Purchase interest can be a link between on line customers reviews and customers decisions . This shows that consumer purchasing decisions are not based on the presence of many good reviews . However , the presence of many good reviews combined with high purchasing interest will result in consumer purchasing decisions . Purchase interest can be a link between customers assessment of purchasing decisions . This shows that's a high assessment will indicate good product and service quality , combined with high purchasing interest from consumers , this will results in purchasing decisions in the marketplace.