THE EFFECT OF ONLINE CUSTOMER REVIEW ON PURCHASE DECISION THROUGH BRAND TRUST AS AN INTERVENING VARIABLE FOR HERBORIST BODY LOTION PRODUCTS ON THE SHOPEE PLATFORM

Abstract

Background: The rapid growth of e-commerce in Indonesia has made Shopee one of the most
popular platforms for purchasing beauty and body care products. In this context, online customer
reviews play a significant role in shaping brand trust and influencing consumers’ purchase decisions.
Herborist, a local brand known for its natural ingredients, competes in the digital marketplace through
Shopee with its body lotion products.

Purpose: This study aims to analyze the influence of online customer reviews on purchase decisions
through brand trust as an intervening variable for Herborist body lotion products on the Shopee
platform.

Methodology: This research employed a quantitative approach with descriptive and verificative
methods. The sample consisted of 100 respondents who had purchased Herborist body lotion on
Shopee and resided in Bogor Regency. The sampling technique used was purposive sampling, and
data were collected through an online questionnaire. Data analysis was performed using path analysis
with SPSS version 26.

Finding: The results indicate that online customer reviews have a positive and significant effect on
brand trust and purchase decisions. Furthermore, brand trust positively influences purchase decisions
and mediates the relationship between online customer reviews and purchase decisions.

Limitation: This study focuses only on Herborist body lotion products sold on Shopee and involves
respondents residing in Bogor Regency, limiting the generalization of the findings to a broader
population.

Originality: This study presents a new perspective by focusing solely on the influence of online
customer reviews on purchase decisions through brand trust, without involving brand image as a
variable. This approach offers a simplified yet focused model that highlights the mediating role of brand
trust in digital consumer behavior.