ANALYSIS OF ONLINE CUSTOMER REVIEW AND CUSTOMER RELATIONSHIP MARKETING ON PURCHASING DECISIONS WITH CUSTOMER TRUST AS AN INTERVENING VARIABLE ON ERSPO PRODUCTS IN TIKTOKSHOP

Abstract

The purpose of this study is to determine directly and indirectly the relationship between online customer review and customer relationship marketing on purchasing decisions through customer trust. The population in this research is all Tiktokshop users who shop for Erspo products. The withdrawal sample used is purposive sampling with the classification namely having a TikTokshop account and shopping for Erspo products. The research sample was taken using the Zikmund formula so that a sample size of 100 respondents was obtained. Data analysis was carried out using structural equation modeling (SEM) techniques with Smart-PLS analysis tools to test the direct and indirect relationships between these variables. The results explain that online customer reviews directly have a significant effect on customer trust, customer relationship marketing directly has a significant effect on customer trust, online customer reviews directly have a significant effect on purchasing decisions, customer relationship marketing directly has a significant effect on purchasing decisions, customer trust directly has a positive and significant effect on purchasing decisions, online customer reviews indirectly have a significant effect on purchasing decisions through customer trust, and customer relationship marketing indirectly has a significant effect on purchasing decisions through customer trust.