PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN IMPULSIVE BUYING MELALUI TRUST PADA PENGGUNA SHOPEE PRODUK MOISTURIZER “SKINTIFIC” (STUDI PADA MAHASISWA FEB MANAJEMEN UNIVERSITAS PGRI SEMARANG)

The rise of online shopping has caused impulsive buying, namely
purchases without planning. Factors that cause impulsive buying are online
customer reviews and online customer ratings through trust. This is the basis of
the researcher's research with the aim of analyzing the influence of online
customer reviews and online customer ratings on impulsive buying decisions
through trust among Shopee users of the “Skintific” moisturizer product.
This research method is quantitative with a probability sampling technique
using random sampling through distributing questionnaires. The research
population was 1,387 students at PGRI University Semarang, Faculty of
Economics, Business Management, class 2020-2023, with a sample of 346
respondents. The data analysis technique is PLS-SEM (Partial Least Square –
Structural Equation Model) using the SmartPls 4.0 tool.
The research results show that Online Customer Reviews have an
influence on Trust with a P-Value of 0.000 and a T-Statistic of 29.463 and an
influence on Impulsive Buying Decisions with a P-Value of 0.045 and a T-Statistic
of 2.020. Meanwhile, Online Customer Rating has no effect on Trust with a P-
Value of 0.419 and a T-Statistic of 0.809 and no effect on Impulsive Buying
Decisions with a P-Value of 0.849 and a T-Statistic of 0.190. Then, Trust
influences Impulsive Buying Decisions with a P-Value of 0.002 and a T-Statistic of
3.063. Online Customer Reviews influence Impulsive Buying Decisions mediated
by Trust with a P-Value of 0.003 and T-Statistics of 2.949. Meanwhile, Online
Customer Reviews have no effect on Impulsive Buying Decisions mediated by
Trust with a P-Value of 0.460 and T-Statisctic of 0.739.
Keywords: online customer review, online customer rating, impulsive buying,
trust