The Effect of Online Customer Review and Promotion through E-Trust on the Purchase Decision of Bukalapakin Medan City

Abstract

Technological developments have made a shift in customer behavior from purchasing through an offline shop to purchasing through an online shop or through e-commerce. People tend to use technology to support their needs. The development of e-commerce sites is increasingly intense with many e-commerce sites competing with each other to attract the attention of sellers and buyers. Currently in Indonesia, the online shop trend is on the rise. Many new online shops have started to appear, adding to the list of old online shops that have already been in this e-commerce business. One of the e-commerce sites originating from within the country, including Bukalapak. Bukalapak is a marketplace that was founded by Ahmad Zaky in 2010. Consumer decisions in making purchases at Bukalapak are influenced by several factors, namely online customer reviews, promotions and e-trust. The purpose of this study was to analyze the influence of online customer reviews and promotions through e-trust on Bukalapak's purchasing decisions in Medan City. The type of this research is associative research and the population in this study is Bukalapak users in Medan City whose number is unknown. The sampling method used is accidental sampling. Data analysis was carried out through PLS-SEM using the SmartPLS program. The results show that online customer reviews, promotions and e-trust directly have a positive and significant impact on Bukalapak's purchasing decisions in Medan City. then indirectly online customer review has a positive and significant effect on purchasing decisions through e-trust and promotions through e-trust have a positive and significant impact on Bukalapak's purchasing decisions in Medan City. Keywords: Online Customer Review, Promotion, e-Trust, Purchase Decision.