The Influence of Online Customer Reviews on Purchase Decisions through Trust as an Intervening Variable (A Study of The Originote Product Consumers on TikTok in Malang City)

Abstract

The rapid advancement of information and communication technology has transformed the way consumers engage with products and brands, making online customer reviews a primary source of information prior to purchasing. Such reviews shape consumers’ perceptions and levels of trust toward a product. This study seeks to examine the relationship between online customer reviews and purchase decisions, with trust functioning as an intervening variable. Employing a quantitative research design, the study involved respondents who had used The Originote products on TikTok. Data were analyzed using Structural Equation Modeling (SEM) through SmartPLS 3 software, enabling the simultaneous testing of relationships among variables and the assessment of both direct and indirect effects of online customer reviews on purchase decisions via trust. The findings indicate that online customer reviews exert a positive effect on consumer trust, which subsequently influences purchase decisions. Accordingly, the main hypothesis proposes that online customer reviews positively impact purchase decisions through the mediating role of trust. These results highlight the significance of marketing strategies that leverage online reviews to strengthen consumer trust and enhance purchasing behavior in the contemporary digital era.