Masalah dalam penelitian ini yaitu adanya penurunan kunjungan Marketplace Lazada. Masalah tersebut dipengaruhi oleh berbagai faktor diantaranya Rating, Citra Merek, Online Customer Review, dan Kepercayaan Pelanggan. Tujuan yang ingin dicapai adalah untuk mengetahui pengaruh rating, citra merek, online customer review terhadap keputusan pembelian online dengan kepercayaan pelanggan sebagai variabel intervening. Jenis metode yang digunakan peneliti adalah metode survei menggunakan kuesioner. Populasi dalam penelitian ini adalah pengguna marketplace Lazada di Jawa Barat sebanyak 170 orang, dengan teknik pengambilan sampel menggunakan teknik non-probability sampling dengan purposive sampling. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan reliabilitas. Teknik analisis data digunakan adalah analisis Structural Equation Modeling (SEM) PLS. Hasil penelitian ini menyatakan bahwa (1) rating berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian, (4) rating tidak berpengaruh terhdap kepercayaan pelanggan, (5) citra merek berpengaruh positif dan signifikan terhadap kepercayaan pelanggan, (6) online customer review berpengaruh positif dan signifikan terhadap kepercayaan pelanggan, (7) kepercayaan pelanggan berpengaruh positif dan signifikan terhadap keputusan pembelian, (8) kepercayaan pelanggan tidak dapat memediasi rating terhadap keputusan pembelian, (9) kepercayaan pelanggan dapat memediasi secara positif dan signifikan citra merek terhadap keputusan pembelian, (10) kepercayaan pelanggan dapat memediasi secara positif dan signigikan online customer review terhadap keputusan pembelian.
Kata Kunci: Rating, Citra Merek, Online Customer Review, Kepercayaan Pelanggan, Keputusan Pembelian
The problem in this research is the decline in visits to the Lazada Marketplace. This issue is influenced by various factors including Rating, Brand Image, Online Customer Review, and Customer Trust. The objective is to determine the influence of rating, brand image, and online customer review on online purchasing decisions with customer trust as an intervening variable. The type of method used by the researcher is a survey method using a questionnaire. The population in this study is Lazada marketplace users in West Java totaling 170 people, with a sampling technique using non-probability sampling with purposive sampling. Data were collected using questionnaires that have been tested for validity and reliability. The data analysis technique used is Structural Equation Modeling (SEM) PLS The results of this study state that (1) rating has a positive and significant effect on purchasing decisions, (2) brand image has a positive and significant effect on purchasing decisions, (3) online customer reviews have a positive and significant effect on purchasing decisions, (4) rating does not affect customer trust, (5) brand image has a positive and significant effect on customer trust, (6) online customer reviews have a positive and significant effect on customer trust, (7) customer trust has a positive and significant effect on purchasing decisions, (8) customer trust cannot mediate the effect of rating on purchasing decisions, (9) customer trust can positively and significantly mediate the effect of brand image on purchasing decisions, (10) customer trust can positively and significantly mediate the effect of online customer reviews on purchasing decisions.
Keywords: Rating, Brand Image, Online Customer Review, Customer Trust, Purchase Decision