Pengaruh Social Influence dan Online Customer Review Terhadap Minat Beli Ulang Konsumen dengan Kepercayaan sebagai Variabel Mediasi pada Marketplace Tokopedia (Studi Pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Harapan Medan)

Abstract

This study aims to analyze the effect of social influence and online customer reviews on repurchase intention through consumer trust on the Tokopedia marketplace. The research method used is associative research. The population in this study consists of students from the Faculty of Economics and Business, Universitas Harapan Medan with a total sample of 105 respondents. The sample size was determined using non-probability sampling with the purposive sampling technique. The data used include both primary and secondary data, collected through questionnaires and documentation studies. The data analysis technique employed structural equation modeling (SEM) using Smart PLS version 3.0. The results of the direct effect analysis show that social influence has a positive but not significant effect on repurchase intention, while online customer reviews have a positive and significant effect on repurchase intention. Social influence has a negative and insignificant effect on trust, while online customer reviews have a positive and significant effect on trust. Trust has a positive and significant effect on repurchase intention. Furthermore, the indirect effect analysis reveals that trust does not mediate the relationship between social influence and repurchase intention, but it does mediate the relationship between online customer reviews and repurchase intention