THE ROLE OF ONLINE CUSTOMER REVIEWS IN INCREASING IMPULSIVE PURCHASE OF FASHION PRODUCTS ONLINE WITH CUSTOMER TRUST AS A MEDIATOR
Abstract
Abstract
Penelitianinibertujuanuntukmengetahuihubunganantara online consumer review terhadap trust, hubunganantara trust terhadappembelianimplusif, dan hubunganpembelian online consumer review terhadappembelianimplusifdengan trust sebagai mediator.Penelitianinidilakukan pada tahun 2022. Populasinyaadalahkonsumen yang mempunyaipengalamandalamberbelanja online melalui media sosialataupunaplikasibelanja online lainnya di Indonesia. Sampel yang digunakandalampenelitian Structural Equation Model (SEM) kali iniadalah 400 responden. Data yang digunakanadalah data primer. Pengumpulandatanyamelaluiteknikkuisioner.Hasil daripenelitianmenyimpulkantigatemuan. Pertama, online consumer review berpengaruhsignifikanterhadapkepercayaan (trust).Artinya,semakinbanyakkonsumenmembaca online consumer review, makasemakintinggikepercayaankonsumenterhadapproduk dan penjual online tersebut. Kedua, trust (kepercayaan) berpengaruhsignifikanterhadapkeputusanpembelian impulsive.Artinya,semakintinggitingkatkepercayaankonsumen pada produkmakasemakintinggikemungkinankonsumenuntukmembeliproduktersebut. Ketiga, online consumer review berpengaruhsignifikanterhadappembelianimpulsifdengan trust sebagai mediator.Artinya,semakinbanyakkonsumenmembaca online consumer review, makasemakintinggikemungkinanterjadinyapembelianimpulsif, didukungdenganadanya trust yang sangatmempengaruhivariabeldiantarakeduanyayaituantara online consumer review terhadap trust dan trust terhadappembelianimplusif.
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