The Role of Customer Review Towards Gen-Z Customer Trust with the Transformation of Consumer Behavior as a Moderating Variable and Shopping Experience as an Intervening Variable

This research examines how online customer reviews (OCR) affect customer trust, with consumer behavior transformation (TPK) as a moderating variable and customer experience online (CEO) as an intervening variable. The study surveyed 185 Gen Z respondents, aged 17 or older, who shop on platforms like Shopee and Tokopedia. Using SEM PLS analysis, the study found that OCR positively influences customer trust, while TPK moderately enhances this effect. However, CEO has a weak impact on trust and cannot mediate the OCR-trust relationship. TPK also has a direct positive impact on customer trust.