Pengaruh Brand Trust dan Online Customer Review Terhadap Minat Beli Pada Marketplace Bukalapak

Authors

DOI:

https://doi.org/10.35870/jemsi.v11i1.3668

Keywords:

Brand Trust, Online Customer Review, Interest Buying

Abstract

The purpose of this research is to understand how brand trust and online customer reviews affect buying interest in the Bukalapak marketplace. This research uses quantitative methods with descriptive and verification approaches, using a combination of primary and secondary data. The researcher involved 100 respondents, who were selected using the Slovin formula from the total population of active marketplace users in 2024, namely 65 million users. This research confirms that aspects such as brand trust and online customer reviews have a major influence on buying interest in the Bukalapak marketplace. Based on the data, brand trust shows a significant influence on interest buying, with a tcount value of 2.166 and a significance level of 0.03. Meanwhile, online customer reviews also have a significant effect on purchase intention, as indicated by a tcount value of 6.556 with a significance level of 0.00. Together, these two factors make an important contribution to purchase intention, as evidenced by the fcount value of 31.811 and a highly significant p-value of 0.000.

Downloads

Download data is not yet available.

Author Biographies

  • Auryn Latifa Anindya, Universitas Indonesia Membangun

    Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jl. Soekarno Hatta No.448, Bandung, Jawa Barat, Indonesia.

  • Ridho Riadi Akbar, Universitas Indonesia Membangun

    Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jl. Soekarno Hatta No.448, Bandung, Jawa Barat, Indonesia.

References

Ahdiat, A. (2023). Awal 2023, Pengunjung E-Commerce Indonesia Menurun. Databoks. Katadata. Co. Id. https://databoks. katadata. co. id/datapublish/2023/03/15/awal-2023-pengunjung-e-commerce-indonesia-menurun.

Ahmad, N., Rizal, M., & Dianawati, E. (2023). Analisa Pengaruh Brand Image, Brand Trust, Dan Brand Ambassador Terhadap Minat Beli Pada Platformm Digital Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).

Aji, M., Nurlenawati, N., & Triadinda, D. (2023). Pengaruh Online Customer Review Dan Customer Rating Terhadap Minat Beli Produk Fashion Di Platform Shopee (Studi Pada Mahasiswa Manajemen Universitas Buana Perjuangan Karawang). Management Studies and Entrepreneurship Journal (MSEJ), 4(6), 9373-9392. https://doi.org/10.37385/msej.v4i6.3078.

Azizah, S., & Wardhani, N. I. K. (2023). Pengaruh Brand Image Dan Brand Trust Terhadap Minat Beli Pada E-Commerce Bukalapak Di Surabaya. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 692-699. https://doi.org/10.31539/costing.v7i1.6321.

Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis, 1(4), 178-190. Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis, 1(4), 178-190.

Dihni, V. A. (2022). Tokopedia, E-Commerce dengan pengunjung terbanyak pada 2021. Databoks. Katadata. Co. Id. https://databoks. katadata. co. id/datapublish/2022/04/12/tokopedia-e-commerce-dengan-pengunjung-terbanyak-pada-2021.

Khoirunisa, F., & Nurhayati, S. (2024). Pengaruh Customers Online Review, Customers Online Rating, dan Harga Produk terhadap Keputusan Pembelian Melalui Marketplace Shopee. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 7(4), 456-469. https://doi.org/10.31842/jurnalinobis.v7i4.336.

Komariyah, D. I. (2022). Pengaruh Online Customer Riview dan Rating Terhadap Minat Pembelian Online Shopee (Studi Kasus Pada Santri Putri Pondok Pesantren Salafiyah Syafi’iyah Seblak Jombang). BIMA: Journal of Business and Innovation Management, 4(2), 343-358. https://doi.org/10.33752/bima.v4i2.5551.

Kuantitatif, P. P. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.

Nabila, N., & Abadi, F. (2024). PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN KEPERCAYAAN TERHADAP MINAT BELI PADA PRODUK KOSMETIK BARENBLISS. Jurnal Valtech, 7(2), 270-275. https://doi.org/10.36040/valtech.v7i2.9454.

Nugraheni, B. S., & Susanti, R. (2024). Pengaruh Kualitas Pelayanan, Promosi Dan Kepercayaan Terhadap Minat Beli Pengguna Shopee (Survey pada Pengguna E-Commerce Shopee di Klego Boyolali). Jurnal Ekonomi Dan Bisnis Digital, 2(1), 864-873.

Riandi, M. M., & Sarah, S. (2024). Pengaruh Potongan Harga, Live Streaming, dan Online Customer Review terhadap Minat Beli Konsumen pada Aplikasi TiktokShop. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(3), 2101-2109. https://doi.org/10.35870/jemsi.v10i3.2528.

Santoso, T. A., & Mardian, I. (2020). Analisis Pengaruh Brand Image Dan Brand Trust Terhadap Minat Beli Pada Produk Avocado Mantul. Ekonomi & Bisnis, 19(1), 79-88. https://doi.org/10.32722/eb.v19i1.2789.

Wardani, S. K., & Hartoto, W. E. (2024). Pengaruh Kualitas Website, Variasi Produk, Dan Persepsi Harga, Terhadap Minat Beli Konsumen Pada Marketplace Bukalapak:(Studi Pada Pengguna Bukalapak Di Kabupaten Demak). Cemerlang: Jurnal Manajemen dan Ekonomi Bisnis, 4(1), 293-308. https://doi.org/10.55606/cemerlang.v4i1.2468.

Zuhdi, D. A., Yasya, W., & Dwinarko, D. (2023). Pengaruh kepercayaan dan pengalaman pembelian online terhadap minat beli di e-commerce shopee. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 7(2), 261-277. https://doi.org/10.30596/ji.v7i2.14761.

Downloads

Published

2025-02-01

Issue

Vol. 11 No. 1 (2025): Februari 2025

Section

Articles

License

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

How to Cite

Anindya, A. L., & Akbar, R. R. (2025). Pengaruh Brand Trust dan Online Customer Review Terhadap Minat Beli Pada Marketplace Bukalapak. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(1), 377-388. https://doi.org/10.35870/jemsi.v11i1.3668

Most read articles by the same author(s)

1 2 > >>