<![CDATA[AbstrakPenelitian ini bertujuan untuk menguji pengaruh Online Customer Review dan Kepercayaan terhadap Minat Beli pada Marketplace Lazada. Penelitian dilakukan dengan menggunakan metode deskriptif dan verifikatif, yaitu mengumpulkan, menyajikan, menganalisis dan melakukan pengujian hipotesis serta membuat kesimpulan dan saran. Sampel dikumpulkan dengan menggunakan metode slovin dengan teknik nonprobability sampling dengan purposive sampling yang kemudian menghasilkan 100 sampel dari populasi yang ada. Hasil penelitian menunjukkan bahwa terdapat korelasi yang cukup kuat dan signifikan antara online customer review dan kepercayaan, variabel online customer review dan kepercayaan secara parsial berpengaruh positif dan signifikan terhadap minat beli, serta variabel online customer review dan kepercayaan secara simultan berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Online Customer Review, Kepercayaan, Minat Beli AbstractThis study aims to examine the effect of Online Customer Review and Trust on Buying Interest on the Lazada Marketplace. The research was conducted using descriptive and verification methods, namely collecting, presenting, analyzing and testing hypotheses and making conclusions and suggestions. Samples were collected using the slovin method with nonprobability sampling technique with purposive sampling which then produced 100 samples from the existing population. The results show that there is a fairly strong and significant correlation between online customer review and trust, online customer review and trust variables partially have a positive and significant effect on buying interest, and online customer review and trust variables simultaneously have a positive and significant effect on buying interest. Keywords: Online Customer Review, Trust, Buying Interest]]>
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