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Abstract

This study aims to investigate the impact of customer reviews and Influencer reviews on purchase intention and the mediating role of trust in the relationship. A quantitative study was conducted. Two hundred respondents from students who live in Yogyakarta consist of five districts: The cities of Yogyakarta, Bantul, Sleman, Gunung Kidul, and Kulon Progo. divided into two groups to self-assess their opinions on customer reviews, Influencer reviews, trust, and purchase intent. The collected data were analyzed using the Statistical Program for Social Science (SPSS) using SPSS version 25.00. The results of the study show that Influencer Reviews and Customer Reviews have a positive effect on purchase intentions. On the other hand, trust failed to moderate Customer Reviews and failed to show its effect. However, Trust Moderates Influencers' Purchase Intentions and strengthens significantly and positively. Trust as a moderating variable is also validated in this study.

Keywords

Digital Marketing EWOM Customer Reviews Influencer Reviews Trust Purchase Intention

How to Cite

Citation Format
Hamdani, Lukitaningsih, A., & Ningrum, N. K. (2024). Pengaruh Costumer Review dan Influencer Review pada Niat Beli di Aplikasi Shopee dengan Kepercayaan Sebagai Variabel Moderasi. Jurnal EMT KITA, 8(1), 112-122. https://doi.org/10.35870/emt.v8i1.1919

References

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Author Biographies

Hamdani, University of Sarjanawiyata Tamansiswa, University of Sarjanawiyata Tamansiswa

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

Ambar Lukitaningsih, University of Sarjanawiyata Tamansiswa, University of Sarjanawiyata Tamansiswa

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

Nonik Kusuma Ningrum, University of Sarjanawiyata Tamansiswa, University of Sarjanawiyata Tamansiswa

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

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Copyright (c) 2024 Hamdani, Ambar Lukitaningsih, Nonik Kusuma Ningrum

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