Rahayu, Sri (2026) Pengaruh Online Customer Review dan Kualitas Produk Terhadap Keputusan Pembelian Rice Cooker Miyako Dimediasi Kepercayaan Konsumen Di Shopee (Studi Kasus Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The growth of online marketplaces has increased consumers’ reliance on digital information prior to purchasing, particularly for household electronic products that involve a higher risk of product mismatch. Shopee provides features such as Online Customer Reviews and product information that may influence consumers’ evaluations, including trust formation and purchase decisions. This study aims to examine the effects of Online Customer Reviews and product quality on purchase decisions, both directly and through consumer trust as a mediating variable in the purchase of Miyako Rice Cookers on Shopee. This research employed a quantitative approach using a questionnaire distributed via Google Forms. The sample consisted of 100 university students who were Shopee users and had purchased a Miyako Rice Cooker. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results indicate that Online Customer Reviews do not significantly affect purchase decisions or consumer trust. In contrast, product quality significantly influences both purchase decisions and consumer trust. Consumer trust also has a significant effect on purchase decisions. Furthermore, consumer trust significantly mediates the relationship between product quality and purchase decisions, while it does not mediate the effect of Online Customer Reviews on purchase decisions. These findings highlight that product quality and consumer trust play a more dominant role in driving purchase decisions in online marketplaces.

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