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All Journal Jurnal Impresi Indonesia
Intan Nur Rahmawati
Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Purwokerto
Religion Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Kualitas Produk, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi Intan Nur Rahmawati
Jurnal Impresi Indonesia Vol. 4 No. 5 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i5.6689

Abstract

This study aims to analyze the influence of product quality, online customer review, and online customer rating on purchasing decisions, with consumer trust as a mediating variable among TikTok Shop users in Purwokerto. A quantitative approach was employed using a survey method distributed to 100 respondents. The results indicate that product quality and online customer review significantly affect consumer trust, while online customer rating does not. Consumer trust has a positive effect on purchasing decisions and mediates the relationship between product quality and online customer review with purchasing decisions. These findings highlight the importance for businesses to foster consumer trust through improved product quality and positive customer reviews on digital platforms.
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