THE ROLE OF ONLINE CUSTOMER REVIEWS IN INCREASING IMPULSIVE PURCHASE OF FASHION PRODUCTS ONLINE WITH CUSTOMER TRUST AS A MEDIATOR
نویسندگان
چکیده
This study purposes to analyze online consumer reviews on impulsive purchases, and with customer trust as a mediating variable. research was conducted in 2022. The population consumers who have experiences shopping through social media or other applications Indonesia. sample of this 400 respondents. Data analysis techniques used the Structural Equation Model (SEM). data were primary data. collection applied questionnaire. results conclude three findings: First, significant effect trust. means that more read reviews, higher consumer's product seller. Second, has buying decisions meaning level confidence product, probability will buy product. Third, purchases mediator. indicates possibility supported by existence which greatly influences variables between two, purchases.
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ژورنال
عنوان ژورنال: Journal of Management and Islamic Finance
سال: 2022
ISSN: ['2797-9628', '2797-9636']
DOI: https://doi.org/10.22515/jmif.v2i2.5279