Penelitian ini dilatar belakangi oleh menurunnya minat beli konsumen terhadap e-commerce Lazada di Kabupaten Kuningan, penurunan peringkat Lazada dalam Top Brand, serta rendahnya interaksi pengguna di media sosial Lazada dibandingkan dengan pesaing seperti Tokopedia. Tujuan dari penelitian ini adalah untuk menguji pengaruh viral marketing dan online customer review terhadap minat beli melalui kepercayaan sebagai variabel mediasi. Penelitian ini menggunakan metode survei dengan teknik purposive sampling terhadap 160 pengguna e-commerce di Kabupaten Kuningan. Data dikumpulkan melalui kuesioner yang telah diuji validitas dan reliabilitasnya, dan dianalisis menggunakan analisis jalur. Hasil penelitian ini menunjukkan bahwa: (1) viral marketing berpengaruh positif dan signifikan terhadap kepercayaan, (2) online customer review berpengaruh positif dan signifikan terhadap kepercayaan, (3) viral marketing berpengaruh positif dan signifikan terhadap minat beli, (4) online customer review berpengaruh positif dan signifikan terhadap minat beli, (5) kepercayaan berpengaruh positif dan signifikan terhadap minat beli, (6) kepercayaan tidak memediasi pengaruh viral marketing terhadap minat beli, dan (7) kepercayaan memediasi pengaruh online customer review terhadap minat beli.

Kata Kunci: Viral Marketing, Online Customer Review, Kepercayaan, Minat Beli, E-Commerce Lazada

This study was motivated by the declining consumer purchase intention toward the Lazada e-commerce in Kuningan Regency, Lazada’s drop in the Top Brand rankings, and the relatively low user engagement on its social media compared to competitors like Tokopedia. The aim of this study was to examine the influence of viral marketing and online customer reviews on purchase intention through trust as a mediating variable. The research employed a survey method with purposive sampling involving 160 e-commerce users in Kuningan Regency. Data were collected through a questionnaire tested for validity and reliability, and analyzed using path analysis. The results of this study showed that: (1) viral marketing had a positive and significant effect on trust, (2) online customer reviews had a positive and significant effect on trust, (3) viral marketing had a positive and significant effect on purchase intention, (4) online customer reviews had a positive and significant effect on purchase intention, (5) trust had a positive and significant effect on purchase intention, (6) trust did not mediate the effect of viral marketing on purchase intention, and (7) trust mediated the effect of online customer reviews on purchase intention.

Keywords: Viral Marketing, Online Customer Review, Trust, Purchase Intention, E-Commerce Lazada