PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPERCAYAAN KONSUMEN REMAJA KOTA MATARAM PADA PEMBELIAN PRODUK FASHION SHOPEE ONLINE SHOP

Abstract

This study aims to prove and analyze the effect of online customer reviews, online customer ratings on customer trust in online shopping at Shopee. This type of research is correlational research because this study aims to study the differences between two or more variables. The data collection method used is a survey method. The population in this study is the teenagers of the city of Mataram who bought 10-24 years who had bought fashion products online at Shopee. Purposive sampling technique, with a total sample of 120. The distribution of questionnaires using the form of goggles. The data analysis tool used is Multiple Linear Regression Analysis using the SPSS 22 program for Windows. The results of this study indicate that online customer reviews and online customer ratings have a significant positive effect on customer trust

Keywords : Online Customer Review, Online Customer Rating, Customer Trust.