Publication Details
Abstract
Along with the rapid development of technology and information in the world, especially the internet, it has made a shift in behavior, including in Indonesia, one of which is marked by the growth of e-commerce which identifies the shift in transactions using only smartphones. The purpose of this study is to determine whether online customer reviews, online customer ratings and product diversity affect the trust of unived students in purchasing in e-commerce. The method used in this research is quantitative method, the population in this study is unived students with a total of 4,708. The sample in this study were 100 unived student respondents who had shopped in e-commerce. The analysis method used is multiple linear regression analysis. The results of this study indicate that multiple linear regression Y = 2.779 + 0.359 (X1) + 0.195 (X2) + 0.241 (X3) This means that there is a positive relationship between online customer reviews, online customer ratings and product diversity on the trust of unived students in purchasing in e-commerce. The coefficient of determination of 0.579 or 57.9% shows that online customer reviews, online customer ratings and product diversity affect student trust by 57.9% while the remaining 42.1% is influenced by other variables not examined. Online customer review, online customer rating and product diversity together have an influence on the trust of unived students in purchasing in e-commerce. with the value of F count> F table (43.957> 2.70) in line with a significant 0.000 <0.05.