Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Produk Fore Coffee di Sun Plaza Medan

Abstract

This research aims to analyze the phenomenon of the problem in the form of applying different promos and product tastes at each Fore Coffee outlet causing low consumer purchasing decisions for Fore Coffee products. This is an associative type of research. The population in this research is consumers who have purchase online and offline of Fore Coffee Sun Plaza Medan and the sample are 135 respondents. The sample is withdrawn by a non-probability sampling using the purposive sampling method. The data using are primary data and secondary data are obtained through a list of statements and documentation studies. The data analysis technique employs structural equation modeling (SEM) with analytical tools of Smart PLS. The research results directly show that online customer review and online customer rating have a positive and significant effect on purchasing decisions, online customer review and online customer rating have a positive and significant effect on consumer confidence, consumer confidence has a positive and significant effect to the purchase decision. Then the test results which is carried out indirectly shows that consumers trust are able to mediate online customer review correlation with purchasing decisions and able to mediate online customer rating correlation with purchase decisions.