The Role of Consumer Trust in Mediating the Effect of Product Quality, Online Customer Reviews, and Online Customer Ratings on Purchasing Decisions at Tiktok Shop

This study had the aim to analyze the effect of Product Quality, Online Customer Review, as well as Online Customer Rating on Purchasing Decisions with Consumer Trust as mediation for TikTok Shop users in Purwokerto. This study applied quantitative approach, along with a survey through a questionnaire to 104 people. PLS test results, Product Quality as well as Online Customer Review positively and significantly affect Consumer Trust, whereas Online Customer Rating shows no significant influence. Consumer Trust is evident to have a positive impact on Purchasing Decisions and also mediates the relationship between Product Quality with Online Customer Reviews on Purchasing Decisions. By increasing Product Quality and obtaining positive reviews, entrepreneurs can build and maintain Consumer Trust.