Abstract:
The advancement of technology and the evolving business landscape have
streamlined activities for Indonesians and influenced their daily habits and thought
processes. As e-commerce continues to rise in the digital era, Tokopedia stands out
as a significant player in this market. This research focuses on how customer
reviews and viral marketing impact purchasing decisions, with customer trust
acting as a mediating factor. Data was collected using Google Forms and distributed
through social media platforms such as Instagram and WhatsApp. Employing a
quantitative research approach, the analysis was performed using Microsoft Excel
and SmartPLS 4.1. The sample consisted of 202 Indonesian individuals aged 11 to
58 who had made at least one purchase on Tokopedia. Seven hypotheses were
tested, six of which were supported, while one, concerning the direct influence of
customer reviews on purchase decisions, was not significant. However, the study
found that both customer reviews and viral marketing have a positive and
significant impact on purchasing decisions, mediated by customer trust in
Tokopedia. Recommendations for Tokopedia include enhancing customer review
engagement, optimizing viral marketing strategies, strengthening customer trust,
and further exploring mediation effects. By implementing these strategies,
Tokopedia can better leverage the impact of customer reviews and viral marketing,
creating a more trustworthy and engaging platform that encourages positive
purchasing decisions among its users.
