Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchase Decision dengan Brand Image sebagai Mediasi pada Marketplace Shopee di Kota Medan

Abstract

Shopee has become one of the leading online shopping platforms in Indonesia, allowing individuals, small businesses, and brands to conduct online transactions. Shopee’s brand image is well-recognized by the Indonesian public compared to several other e-commerce platforms. This study aims to analyze “The Influence of Online Customer Review and Online Customer Rating on Purchase Decision with Brand Image as a Mediating Variable on Shopee Marketplace in Medan City.” The data collected in this study include both primary and secondary data, obtained through questionnaires, interviews, and documentation. The sample consisted of 150 respondents. This research uses quantitative data and applies the Partial Least Square (PLS) method. The results indicate that brand image has a significant partial effect on purchase decision, online customer review significantly influences brand image, and online customer review does not significantly affect purchase decision. Meanwhile, online customer rating has a significant effect on brand image and purchase decision. Brand image as an intervening variable does not significantly mediate the influence of online customer rating on purchase decision. However, brand image significantly mediates the relationship between online customer review and purchase decision