Title: THE INFLUENCE OF ONLINE CUSTOMER REVIEW, CUSTOMER RATING, PRODUCT EVALUATION AND TRUST ON PURCHASE INTENTION ON SHOPEE WEBSITE VISITORS
Author: DEYKHA AGUILIKA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The need for internet services in Indonesia has increased rapidly from year to year. The large number of internet users in Indonesia has triggered a shift in transaction activity trends, where people are not only focused on direct transaction activities in shopping centers but have also expanded to online transactions. Online Customer Reviews (OCR) and ratings are still one of the consumer references when shopping online. OCR is the starting point for consumers to make decisions regarding online purchases. This phenomenon makes business people need to pay special attention to OCR and Rating. This research examines the influence of OCR, customer rating, product evaluation and trust on purchase intention. This research used 119 respondents as samples. Sampling was taken using a non-probability sampling method, and the technique used was purposive sampling. The analysis technique used in this research is Partial Least Square (PLS). The research results show that OCR has a positive influence on product evaluation and trust, while customer rating has a positive influence on product evaluation but does not have a significant influence on trust. Then product evaluation and trust have a positive influence on purchase intention.
Keywords: online customer review, customer rating, product evaluation, trust, purchase intention
Sources: http://repository.unair.ac.id/76836/
