The impact of online customer review on purchase intention with trust as a mediating variable
Keywords:
Online customer review, purchase intention, trust
Abstract
This study aims to analyze how online customer reviews affect purchase intentions, with trust as a mediating variable at Optik Mekar Padang. The subjects of this study were people who had never purchased products from Optik Mekar in West Sumatra. The research participants totaled 230 respondents who were selected as samples. Data were collected through online questionnaire distribution as well as through direct interviews and then analyzed using SmartPLS software. The results of this study reveal that (1) online customer reviews have a significant positive impact on purchase intention, (2) online customer reviews have a significant positive effect on trust (3) trust has a significant positive effect on purchase intention (4) online customer reviews mediated by trust on purchase intention have a significant positive relationship, and trust can mediate the effect of online customer reviews on purchase intention.
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References
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Lu, L. L. C., Lin, L., & Lu, C. (2011). The influence of corporate image , relationship marketing , and trust on purchase intention : the moderating effects of word-of-mouth. https://doi.org/10.1108/16605371011083503
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Setiawan, C. R., & Briliana, V. (2021). Entertainment , Informativeness, Credibility, Attitudes Terhadap Purchase Intention Pada Subscriber Channel Youtube. 23(1), 111–120.
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Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011
Wahyudi et al. (2019). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Kepercayaan Konsumen Remaja Kota Mataram Pada Pembelian Produk Fashion Shopee Online Shop. 1–7.
Adji, J., Hatane, D., & Siwalankerto, J. (2014). Pengaruh Satisfaction dan Trust Terhadap Minat Beli Konsumen ( Purchase Intention ) di Starbucks The Square. 2(1), 1–10.
Al-Abbadi, L. H., Bader, D. M. K., Mohammad, A., Al-Quran, A. Z., Aldaihani, F. M. F., Al-Hawary, S. I. S., & Alathamneh, F. F. (2022). The effect of online consumer reviews on purchasing intention through product mental image. International Journal of Data and Network Science, 6(4), 1519–1530. https://doi.org/10.5267/j.ijdns.2022.5.001
Ardianti, A. N., & Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee . Jurnal Ilmu Administrasi Bisnis, 1–11.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Elwalda, A., Lü, K., & Ali, M. (2016). Computers in Human Behavior Perceived derived attributes of online customer reviews. Computers in Human Behavior, 56, 306–319. https://doi.org/10.1016/j.chb.2015.11.051
Farhan Hasrul et al. (2021). Analisis pengaruh online customer review dan rating terhadap minat beli produk elektronik di tokopedia. 2(1).
Gesitera, G. (2020). Pengaruh Online Customer Review terhadap Purchase Intention dengan Trust sebagai Intervening pada Toko Online Bukalapak di Kota Padang. 9(2), 173–194.
Grazioli, S., & Jarvenpaa, S. L. (2000). Perils of Internet Fraud : An Empirical Investigation of Deception and Trust with Experienced Internet Consumers. 30(4), 395–410.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256–265. https://doi.org/10.1016/j.tourman.2010.01.011
Laili Hidayati, N. (2018). Pengaruh Viral Marketing, Online Consumer Reviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 06(3), 77–84.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Lu, E. &. (2014). The Influence of Online Customer Reviews on Purchase Intention: the Role of Non-numerical Factors.
Lu, L. L. C., Lin, L., & Lu, C. (2011). The influence of corporate image , relationship marketing , and trust on purchase intention : the moderating effects of word-of-mouth. https://doi.org/10.1108/16605371011083503
Nurhayati, L., & Nurlinda, R. A. (2022). Pengaruh Celebrity Endorser dan Customer Online Review pada Minat. 2(10), 3697–3705.
Rohmatulloh, C., Sari, D., & Telkom, U. (n.d.). The influence of online customer review on purchase intention with trust as intervening variable in shopee.
Setiawan, C. R., & Briliana, V. (2021). Entertainment , Informativeness, Credibility, Attitudes Terhadap Purchase Intention Pada Subscriber Channel Youtube. 23(1), 111–120.
Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society, 63(August), 101365. https://doi.org/10.1016/j.techsoc.2020.101365
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011
Wahyudi et al. (2019). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Kepercayaan Konsumen Remaja Kota Mataram Pada Pembelian Produk Fashion Shopee Online Shop. 1–7.
Published
2023-12-15
How to Cite
Anjaya, A., & Dwita, V. (2023). The impact of online customer review on purchase intention with trust as a mediating variable. Marketing Management Studies, 3(4), 407-417. https://doi.org/10.24036/mms.v3i4.457
Section
Articles
