The Influence of Online Customer Reviews and Ratings on Purchase Decisions Through Consumer Trust as an Intervening Variable

With the rapid growth of e-commerce, online customer reviews and ratings have become significant factors influencing consumer behavior. A deep understanding of how these elements shape consumer perceptions and purchasing intentions is crucial. The research design employs a quantitative approach, collecting data through questionnaires distributed to consumers who have made online purchases. The population in this study is not known with certainty, therefore the Lemeshow formula is used to determine the require sample size, with a sample of 143 people selected using a random sampling method. The data used inthis study are ordinal data. Data analysis uses descriptive and verification analysis, and uses Path Analysis and Sobel Test for intervening variables. The results indicate that online customer reviews and ratings significantly affect purchase decisions, both directly and indirectly through consumer trust.