THE ROLE OF ONLINE CUSTOMER REVIEW AND VIRAL MARKETING MEDIATED BY CUSTOMER TRUST TO PURCHASING DECISION ON TOKOPEDIA

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.