Open AccessThe Effect of Online Consumer Review on the Intention of Buying Products on Social Commerce
Author(s) -
Nurul Muslimah,
Mansur Chadi Mursid
Publication year - 2019
Publication title -
aptisi transactions on management
Language(s) - English
Resource type - Journals
eISSN - 2622-6812
pISSN - 2622-6804
DOI - 10.33050/atm.v3i1.678
Subject(s) - social commerce , nonprobability sampling , marketing , business , value (mathematics) , e commerce , confirmatory factor analysis , advertising , social media , computer science , sociology , service (business) , population , demography , world wide web , machine learning
E-commerce is one form of evolution business models that adopt Web 2.0 technology with the aim of increasing consumer participation and gaining economic value ( greater economic value ) .This study aims to conduct confirmatory research on the relationship between social trade construction, online consumer review, trust and intention to buy through a questionnaire survey done to e-commerce users, especially students at Pekalongam IAIN using the purposive sampling method . The results of the collected questionnaires are then analyzed quantitatively using partial least square (PLS) . From the analysis and quantitative testing that can be done It was concluded that online consumer review does not have a direct influence on the intention to buy, but construction of trade has a direct influence on the buyer's trust and it is known that trust has a direct influence on the intention to buy.