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All Journal Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan
Aini Nursafaah
Universitas Bhakti Husada Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Ulasan Online, Rating dan Tagline terhadap Pembelian dengan Kepercayaan Konsumen Aini Nursafaah; Muhamad Wildan Khaerudin
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 6 No. 2 (2025): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v6i2.15189

Abstract

The development of internet technology has significantly shifted consumer behavior from conventional to online purchasing, including through e-commerce platforms such as Tokopedia. Factors such as online customer reviews, customer ratings, and taglines play an important role in influencing purchase decisions, especially among Generation Z, the dominant users of digital platforms. However, consumer trust is a key intervening variable that can strengthen the influence of these three factors on purchasing decisions. This study aims to analyze the effect of online customer reviews, customer ratings, and taglines on consumer purchase decisions on Tokopedia, with trust as an intervening variable. The research method used is descriptive quantitative, with regression analysis and Sobel test employed to examine both direct and indirect effects among variables. The population in this study consists of Generation Z individuals residing in Kuningan Regency. The results show that online customer reviews, customer ratings, and taglines have a positive effect on trust, and each also has a positive impact on purchasing decisions. Furthermore, trust is proven to mediate the relationship between the independent variables and the purchase decision. Thus, the more effective the use of reviews, ratings, and taglines, the higher the consumer trust and purchasing decisions on the Tokopedia marketplace. These findings suggest that e-commerce businesses should pay close attention to these three factors as strategic elements in enhancing customer trust and encouraging purchase decisions in the future.
Co-Authors Muhamad Wildan Khaerudin