Title:
THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, RATINGS, AND BRAND IMAGE OF MILLENNIAL E-COMMERCE CONSUMERS IN INDONESIA ON PURCHASE DECISIONS WITH TRUST AS A MEDIATOR

Authors:
Nurul Hanifah, Ririn Wulandari, Indonesia

Abstract:

The research in this journal aims to analyze the effect of Online Customer Review and Online Customer Rating and Brand Image of Millennial E-Commerce Consumers in Indonesia on Purchase Decisions and Consumer Trust as Mediators. This study uses a quantitative method with the distribution of online questionnaires. The population in this study are millennial consumers who have shopped at E-Commerce Indonesia with a total sample of 308 respondents. The sampling method used is the Snowball & Judgment Sampling method. The hypothesis test proposed in this study was carried out using a Structural Equation Model (SEM) test tool using Smart PLS software version 3.2.7. The results of the structural model analysis show that: 1) The Online Customer Review variable has a positive and significant effect on the consumer confidence variable 2) The Online Customer Rating variable has a positive and significant effect on the Consumer Trust variable 3) The Brand Image variable has a positive and significant impact on the Consumer Trust variable 4) The Consumer Confidence variable has a positive and significant effect on the Purchasing Decision variable 5) The Online Customer Review variable has no significant effect on the purchasing decision variable 6) The Online Customer Rating variable does not significantly affect the Purchasing Decision variable 7) The Brand Image variable has a positive and significant effect on the variable buying decision.