The Effect of Online Customer Reviews and Consumer Trust on Purchase Decisions among Marketplace Users in Indonesia

Abstract

The growth of e-commerce has led consumers to increasingly rely on digital information before making product choices. This study aims to analyse the influence of online customer reviews and consumer trust on purchasing decisions among marketplace users in Indonesia. The study employs a quantitative approach with a causal-associative design. The sample consists of 200 marketplace users selected using purposive sampling, based on the criteria of being at least 17 years old, residing in Indonesia, having used a marketplace, and having made a purchase within the last six months. Data were collected using a five-point Likert scale questionnaire. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression, partial (t) tests, simultaneous (F) tests, and the coefficient of determination. The results show that online customer reviews have a positive and significant effect on purchase decisions (B = 0.455; t = 10.182; p < 0.001). Consumer trust also has a positive and significant effect on purchase decisions (B = 0.511; t = 11.078; p < 0.001). Collectively, online customer reviews and consumer trust account for 62.4% of the variation in purchasing decisions (F = 163.253; p < 0.001). These findings suggest that purchasing decisions on marketplaces are influenced by consumers’ ability to obtain relevant information through customer reviews, as well as their confidence in the security and reliability of digital transactions.