PENGARUH CUSTOMER RATING, CUSTOMER REVIEW DAN KEPERCAYAAN TERHADAP MINAT BELANJA DARING PADA MARKETPLACE SHOPEE

The purpose of this study is to determine the influence of customer ratings, customer reviews, and trust, both partially and simultaneously, on online shopping interest in the Shopee marketplace. This study employs a quantitative descriptive method. The population of this study consists of employees of PT. Pangansari Utama Food Resources, totaling 108 individuals with a sample size of 85 individuals. Data collection was carried out through survey data using a questionnaire as a tool. The data analysis techniques include validity tests, reliability tests, normality tests, heteroscedasticity tests, autocorrelation tests, multicollinearity tests, multiple linear regression analysis, hypothesis testing, and the coefficient of determination. The research results indicate that there is an influence of customer rating, customer review, and trust on online shopping interest in the Shopee marketplace. The customer rating variable has a partial effect on online shopping interest. The customer review variable also has a partial effect on online shopping interest. The trust variable does not have a partial effect on online shopping interest. Based on data analysis, it was found that online shopping interest is simultaneously influenced by customer rating, customer review, and trust by 77.7%, while the remaining 22.3% is influenced by other variables not examined in this study.