PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER
RATING TERHADAP KEPUTUSAN IMPULSIVE BUYING MELALUI
TRUST PADA PENGGUNA SHOPEE PRODUK MOISTURIZER
“SKINTIFIC†(STUDI PADA MAHASISWA FEB MANAJEMEN
UNIVERSITAS PGRI SEMARANG)
Total View This Week0
Total View This Week0
Institusion
Universitas PGRI Semarang
Author
Lutfiana, Retno Arum Angen
Subject
L Education (General)
Datestamp
2024-09-27 02:03:14
Abstract :
The rise of online shopping has caused impulsive buying, namely purchases without planning. Factors that cause impulsive buying are online customer reviews and online customer ratings through trust. This is the basis of the researcher's research with the aim of analyzing the influence of online customer reviews and online customer ratings on impulsive buying decisions through trust among Shopee users of the ?Skintific? moisturizer product. This research method is quantitative with a probability sampling technique using random sampling through distributing questionnaires. The research population was 1,387 students at PGRI University Semarang, Faculty of Economics, Business Management, class 2020-2023, with a sample of 346 respondents. The data analysis technique is PLS-SEM (Partial Least Square ? Structural Equation Model) using the SmartPls 4.0 tool. The research results show that Online Customer Reviews have an influence on Trust with a P-Value of 0.000 and a T-Statistic of 29.463 and an influence on Impulsive Buying Decisions with a P-Value of 0.045 and a T-Statistic of 2.020. Meanwhile, Online Customer Rating has no effect on Trust with a P- Value of 0.419 and a T-Statistic of 0.809 and no effect on Impulsive Buying Decisions with a P-Value of 0.849 and a T-Statistic of 0.190. Then, Trust influences Impulsive Buying Decisions with a P-Value of 0.002 and a T-Statistic of 3.063. Online Customer Reviews influence Impulsive Buying Decisions mediated by Trust with a P-Value of 0.003 and T-Statistics of 2.949. Meanwhile, Online Customer Reviews have no effect on Impulsive Buying Decisions mediated by Trust with a P-Value of 0.460 and T-Statisctic of 0.739. Keywords: online customer review, online customer rating, impulsive buying, trust
The rise of online shopping has caused impulsive buying, namely purchases without planning. Factors that cause impulsive buying are online customer reviews and online customer ratings through trust. This is the basis of the researcher's research with the aim of analyzing the influence of online customer reviews and online customer ratings on impulsive buying decisions through trust among Shopee users of the ?Skintific? moisturizer product. This research method is quantitative with a probability sampling technique using random sampling through distributing questionnaires. The research population was 1,387 students at PGRI University Semarang, Faculty of Economics, Business Management, class 2020-2023, with a sample of 346 respondents. The data analysis technique is PLS-SEM (Partial Least Square ? Structural Equation Model) using the SmartPls 4.0 tool. The research results show that Online Customer Reviews have an influence on Trust with a P-Value of 0.000 and a T-Statistic of 29.463 and an influence on Impulsive Buying Decisions with a P-Value of 0.045 and a T-Statistic of 2.020. Meanwhile, Online Customer Rating has no effect on Trust with a P- Value of 0.419 and a T-Statistic of 0.809 and no effect on Impulsive Buying Decisions with a P-Value of 0.849 and a T-Statistic of 0.190. Then, Trust influences Impulsive Buying Decisions with a P-Value of 0.002 and a T-Statistic of 3.063. Online Customer Reviews influence Impulsive Buying Decisions mediated by Trust with a P-Value of 0.003 and T-Statistics of 2.949. Meanwhile, Online Customer Reviews have no effect on Impulsive Buying Decisions mediated by Trust with a P-Value of 0.460 and T-Statisctic of 0.739. Keywords: online customer review, online customer rating, impulsive buying, trust
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
