Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 422-438
DOI: https://doi.org/10.52403/ijrr.20210255
The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia
Ami Natuz Zahara1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring2
1Postgraduate Studies, Department of Management, Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia
2Postgraduate Studies, Department of Management, Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia
Corresponding Author: Ami Natuz Zahara
ABSTRACT
The rapid development of information and communication technology in this modern era has led to a shift in human behavior, especially in shopping. Advances in technology from the internet have led to a change in consumer lifestyle. The internet has transformed how the business operates because now sellers can offer unlimited types of products and services to consumers worldwide at any time. Today's development has changed the conventional shopping lifestyle in society to prefer online shopping e-commerce applications. This study aims to identify and analyze the influence of seller reputation and online customer review on purchasing decisions through consumer trust of users of the C2C e-commerce platform in the field. This type of research is associative research. The data forms used are primary and secondary data generated from surveys and literature studies. This study's population is all consumers who use the online shopping site or all users of the C2C Tokopedia platform in Medan an unknown number. The sample in this study is 140 people. The sample determination method uses a nonprobability sampling method with an accidental sampling technique. The data analysis method used is path analysis that was performed through PLS-SEM using SmartPLS 3.0 program. The results show that the seller's reputation has a positive and significant effect on trust, online customer review has a positive and significant effect on trust.
Keywords: Seller Reputation, Online Customer Review, Trust, Purchase Decision.
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