Main Article Content
Abstract
The objective of this research is to analyze the effect of online customer reviews and ratings on purchasing decisions on Shopee e-commerce with trust as a mediator and emotions as a moderator. The research method used is quantitative, and primary data was collected by online questionnaires. The population in this study are Shopee e-commerce users. Participabts in this research concisted of 217 respondents in Indonesia. The sampling technique uses purposive sampling. The method of analysis this study using Lisrel 8.8 is analysis with a variance-based structural equation modeling approach. The findings reveal that the: 1) online customer reviews have a positive effect on purchasing decisions. 2) online customer ratings have a negative effect on purchasing decisions. 3) online customer reviews have a positive effect on trust. 4) online customer ratings have a positive effect on trust. 5) trust has a positive effect on purchasing decisions. 6) the mediating role of trust between online customer review variables on purchasing decisions has an influence that has a partially mediated mediating role. 7) the mediating role of trust in mediating online customer assessments of purchasing decisions has a full mediating role. 8) emotional variables cannot moderate online customer review variables on purchasing decisions.
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References
- Aisyah, S. N., & Rosyidi, S. (2023). Pengaruh persepsi harga, customer review, customer rating dan promosi flash sale terhadap keputusan pembelian di Shopee. Jurnal Kompetitif, 12(1), 48–60.
- Alshaketheep, K. M. K. I., Salah, A. A., Alomari, K. M., Khaled, A. S. D., & Jray, A. A. A. (2020). Digital marketing during COVID 19: Consumer’s perspective. WSEAS transactions on business and Economics, 17, 831-841.
- Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research, conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
- Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, 31-40.
- Bima, I., Nurfarida, I. N., & Sarwoko, E. (2021). Determinan keputusan pembelian di Shopee: Online customer review, brand image dan promosi. Management and Business Review, 5(2), 239–250.
- Chen, S. C. & Dhillon, G. S. (2003), Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4, 303-318.
- Farki, A., Baihaqi, I., & Wibawa, B. M. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Journal Institut Teknologi Sepuluh November, 5(2), 14-19.
- Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (7th Ed). Pearson Education.
- Kamilah, K., Sumartono, E., & Parwito, P. (2024). Sharia Accounting Perspective on Data Collection for Creative Industry Micro, Small and Medium Enterprises (MSMEs). BIMA Journal (Business, Management, & Accounting Journal), 5(1), 17-24.
- Lackemair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a customer’s perspective. Advances In Economic Business, 1(1), 1-5.
- Latief, F., & Ayustira, N. (2020). Pengaruh online costumer review dan customer rating terhadap keputusan pembelian produk kosmetik di Sociolla. Jurnal Mirai Management, 5(3), 139-154.
- Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75–91
- Mo, Z., Li, Y., & Fan, P. (2015). Effect of online reviews on consumer purchase behavior. Journal of Service Science and Management, 8(3), 419–424.
- Moe, W. W., Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science. 31(3), 372–386.
- Nita, L., Pasi, K., & Sudaryanto, B. (2021). Analisis pengaruh online customer reviews dan kualitas pelayanan terhadap keputusan pembelian dengan kepercayaan sebagai variable intervening (studi pada konsumen Shoope di Kota Semarang). Diponegoro Journal of Management, 10(3), 1-7.
- Pratama, P. D., Suprihartini, L., Kurniawan, R. (2021). Celebrity endorser, online customer review, online customer rating terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada marketplace Tokopedia. Jurnal Bahtera Inovasi, 5(1), 57-65.
- Rahmatun, N. A., & Maria, A. G. (2023). Pengaruh online customer review, online customer rating, dan online promotion terhadap keputusan pembelian online di Shopee. Jurnal Ekonomi & Manajemen, 5(1), 97-107.
- Rahmawati, A. I. (2021). Pengaruh online customer review, online customer rating dan kepercayaan terhadap keputusan pembelian online (studi kasus pada mahasiswa FEB Universitas Pgri Semarang). Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif, 1(1), 18–23.
- Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The effect of online customer review and promotion through e-trust on the purchase decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), 236–243.
- Sanjaya, V. F., & Hernita, S. J. (2020). Online consumer review, brand community, trust and consumer purchase decisions in Indonesia. Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam, 4(02), 273-284.
- Shevany, M. (2018). Analisis strategi membangun brand awareness e-commerce Shopee di media sosial dalam meningkatkan penjualan. Manajemen dan Inovasi (MANOVA), 1(1)1, 1-10.
- Sianapar, F. A. H., & Yoestina, Y. (2021). Analisis pengaruh customer review dan customer rating terhadap keputusan pembelian produk di online marketplace (studi pada mahasiswa pengguna Tokopedia di Kota Semaranng. Diponegoro Journal of Management, 10(6), 1-10.
- Ullah, R., Amblee, N., Kim, W. & Lee, H. (2016). From valence to emotions: Exploring the distribution of emotions in online product reviews, Decision Support Systems, 81, 41-53
References
Aisyah, S. N., & Rosyidi, S. (2023). Pengaruh persepsi harga, customer review, customer rating dan promosi flash sale terhadap keputusan pembelian di Shopee. Jurnal Kompetitif, 12(1), 48–60.
Alshaketheep, K. M. K. I., Salah, A. A., Alomari, K. M., Khaled, A. S. D., & Jray, A. A. A. (2020). Digital marketing during COVID 19: Consumer’s perspective. WSEAS transactions on business and Economics, 17, 831-841.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research, conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15, 31-40.
Bima, I., Nurfarida, I. N., & Sarwoko, E. (2021). Determinan keputusan pembelian di Shopee: Online customer review, brand image dan promosi. Management and Business Review, 5(2), 239–250.
Chen, S. C. & Dhillon, G. S. (2003), Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4, 303-318.
Farki, A., Baihaqi, I., & Wibawa, B. M. (2016). Pengaruh online customer review dan rating terhadap kepercayaan dan minat pembelian pada online marketplace di Indonesia. Journal Institut Teknologi Sepuluh November, 5(2), 14-19.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (7th Ed). Pearson Education.
Kamilah, K., Sumartono, E., & Parwito, P. (2024). Sharia Accounting Perspective on Data Collection for Creative Industry Micro, Small and Medium Enterprises (MSMEs). BIMA Journal (Business, Management, & Accounting Journal), 5(1), 17-24.
Lackemair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a customer’s perspective. Advances In Economic Business, 1(1), 1-5.
Latief, F., & Ayustira, N. (2020). Pengaruh online costumer review dan customer rating terhadap keputusan pembelian produk kosmetik di Sociolla. Jurnal Mirai Management, 5(3), 139-154.
Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75–91
Mo, Z., Li, Y., & Fan, P. (2015). Effect of online reviews on consumer purchase behavior. Journal of Service Science and Management, 8(3), 419–424.
Moe, W. W., Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science. 31(3), 372–386.
Nita, L., Pasi, K., & Sudaryanto, B. (2021). Analisis pengaruh online customer reviews dan kualitas pelayanan terhadap keputusan pembelian dengan kepercayaan sebagai variable intervening (studi pada konsumen Shoope di Kota Semarang). Diponegoro Journal of Management, 10(3), 1-7.
Pratama, P. D., Suprihartini, L., Kurniawan, R. (2021). Celebrity endorser, online customer review, online customer rating terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada marketplace Tokopedia. Jurnal Bahtera Inovasi, 5(1), 57-65.
Rahmatun, N. A., & Maria, A. G. (2023). Pengaruh online customer review, online customer rating, dan online promotion terhadap keputusan pembelian online di Shopee. Jurnal Ekonomi & Manajemen, 5(1), 97-107.
Rahmawati, A. I. (2021). Pengaruh online customer review, online customer rating dan kepercayaan terhadap keputusan pembelian online (studi kasus pada mahasiswa FEB Universitas Pgri Semarang). Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif, 1(1), 18–23.
Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The effect of online customer review and promotion through e-trust on the purchase decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), 236–243.
Sanjaya, V. F., & Hernita, S. J. (2020). Online consumer review, brand community, trust and consumer purchase decisions in Indonesia. Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam, 4(02), 273-284.
Shevany, M. (2018). Analisis strategi membangun brand awareness e-commerce Shopee di media sosial dalam meningkatkan penjualan. Manajemen dan Inovasi (MANOVA), 1(1)1, 1-10.
Sianapar, F. A. H., & Yoestina, Y. (2021). Analisis pengaruh customer review dan customer rating terhadap keputusan pembelian produk di online marketplace (studi pada mahasiswa pengguna Tokopedia di Kota Semaranng. Diponegoro Journal of Management, 10(6), 1-10.
Ullah, R., Amblee, N., Kim, W. & Lee, H. (2016). From valence to emotions: Exploring the distribution of emotions in online product reviews, Decision Support Systems, 81, 41-53