Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang

Yofina Mulyati, Grace Gesitera

Abstract


This study aims to determine the effect of online customer reviews (OCR) on purchase intention with trust as an intervening variable in Bukalapak online store in the City of Padang, West Sumatera, Indonesia. The population in this study were all consumers who shop online at Bukalapak online store in Padang City in 2019 with an unknown numbers. Total sample used in this study was 138 people. The sampling method used in this research is nonprobability sampling with an accidental sampling technique. Data analysis in this research used partial least square (PLS). The results obtained from this study indicate that OCR has a significant and positive effect on consumer trust in Bukalapak online stores. The OCR and consumer trust have a significant and positive effect on Bukalapak online purchase intentions, respectively. Then, OCR has a significant and positive effect on their online purchase intentions through consumer trust of Bukalapak online stores in Padang City.

Keywords


Online customer review; Purchase intention; Consumer trust; Bukalapak; Online store; Padang City

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References


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DOI: http://dx.doi.org/10.30588/jmp.v9i2.538

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