How Online Customer Review and Online Customer Rating Influence Customer Purchase Decision on E- Marketplace with Customer Trust as A Mediator

This research aims to determine the influence of online customer reviews and ratings on customer purchase decisions in e-marketplaces through customer trust as a mediator, particularly in the snack industry. The method used in this study is path analysis. This research employs a quantitative method and utilizes purposive sampling technique. The data used is primary data obtained from a survey and gained 150 respondents who have purchased snack products on e-marketplace websites and reside in the Greater Jakarta area. The survey data processing is tested using IBM SPSS Statistic 23 software. The achieved results are used to determine the direct and indirect effects of independent variables on the dependent variable. The research findings concluded that there is a significant influence of online customer reviews and online customer ratings on customer purchase decisions on e-marketplaces through customer trust as a mediating variable.