The Impact of Online Customer Reviews Mediated by E-trust on Purchase Intention in Shopee Indonesia

Rapid technological developments have changed shopping behavior from offline shopping to online shopping. This is marked by the growth of e-commerce, especially in Indonesia. The rapid development of e-commerce has made it easier for consumers to shop online. The existence of e-commerce makes it easier for everyone to fulfill their needs because they can carry out transactions without limitations of place and time. When carrying out online shopping activities, consumers will face various risks that can cause losses. The lack of meeting between the seller and the buyer will influence the formation of the buyer's sense of trust in the seller which will also influence the intention to buy. One way to minimize this risk is to find information about the product before deciding to buy. The online customer review feature is considered important in helping minimize risk and can also influence purchasing intentions. E-Trust plays an important role in increasing purchasing intentions. E-trust will indirectly be formed by seeing positive reviews from customers who have previously made purchases. This research aims to analyze the influence of online customer reviews on purchase intentions using e-trust as a mediating variable. Understanding these dynamics is very important for businesses who want to improve their strategy on e-commerce platforms, which in this research is Shopee. By deepening several theories, such as Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB), to find out the factors that influence purchase intentions so that can produce an effective strategy. This research uses SPSS 26.0 software to analyze survey data, verifying the relationship between online customer reviews and purchase intention with e-trust as a mediating variable.