PENGARUH ONLINE CUSTOMER REVIEW, E-TRUST, DAN ADVERTISING ATTRACTIVE TERHADAP KEPUTUSAN PEMBELIAN ONLINE PENGGUNA SHOPEE DI PONOROGO

The aim of this research is to obtain information regarding the impact of online customer reviews, e-trust, and attractive advertising on online purchasing decisions at Shopee. This research is quantitative in nature with the target population consisting of Ponorogo people who have made online purchases at the Shopee online shop. The sample for this research consisted of 115 samples, selected using the accidental sampling method. The data accumulation method is carried out through a survey method using questionnaires. Then the data is processed using SmartPls, with instrument testing techniques involving outer model analysis, inner model analysis and also hypothesis testing. Research results reveal that on Shopee, online reviews have a negative impact on purchasing decisions, while e-trust and advertising appeal have a positive impact, increasing trust and encouraging consumer purchases.

KEYWORDS: Online Customer Review, E-Trust dan Advertising Attractive