THE INFLUENCE OF E-WON, ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS ON SHOPEE CONSUMER TRUST

Abstract

The development of trade has undergone a significant transformation, from the barter system to e-commerce in the digital era. E-commerce allows long distance transactions without face to face and provides transaction flexibility anytime and anywhere. Shopee, as an e-commerce platform, managed to attract a large number of users and excelled in website visits, demonstrating its popularity and strong market presence. This research uses a quantitative descriptive approach. The research population consisted of Shopee users in Batam City using non-probability sampling techniques, especially purposive sampling. With a population that could not be determined, the Lameshow formula was used to determine the number of samples, which was finally set at 100 samples. The sample criteria are Shopee consumers in Batam City who have made a purchase at least once in 2023. Data was collected via Google Forms and processed using SPSS with descriptive tests, validity, reliability, multicollinearity, heteroscedasticity, coefficient of determination, t test, and F test. Results Research shows that eWOM, Online Customer Ratings, and Online Customer Reviews have a positive and significant influence on consumer trust in Shopee in Batam City.