The Effects of Online Review and Trust towards Consumer Purchase Decisions in Online Marketplace
DOI:
https://doi.org/10.55606/jaemb.v6i2.9325Keywords:
Online Review, Trust, Purchase DecisionsAbstract
This research has the aim to explore how online reviews and trust towards consumers' purchase decisions on the Shopee website in Semarang Regency. The method used here is a quantitative method, which retrieves data by an online questionnaire involving 100 respondents in the age of 18-30 years and analyzes the data by making use of SPSS version 31. The data indicate that online reviews and trust are both positively and significantly influential in shaping purchase decisions. Consumers form purchase decisions on the basis of information derived from other consumers' online reviews and the level of trust they hold. This study affirms the importance of a reliable online product review feature for obtaining information about the product, its quality, and post-purchase experiences, as well as the importance of consumer trust in confidently making a purchase. This study demonstrates that the development of information technology facilitates online purchasing for consumers and enhances their trust.
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