THE INFLUENCE OF PLATFORM TRUST AND ONLINE REVIEWS ON THE PURCHASE DECISION OF SHOPEE CUSTOMERS IN TOMOHON

Abstract

In online transactions where physical product inspection is impossible, consumers rely heavily on structural and social cues, namely the perceived integrity and security of the e-commerce platform and the diagnostic value of other buyers' reviews, to reduce transactional uncertainty. This study examines the partial and simultaneous influence of Platform Trust and Online Reviews on the Purchase Decision of Shopee customers in Tomohon City, North Sulawesi. Using a quantitative causal-associative research design, empirical data were gathered from 200 respondents through non-probability purposive sampling, with the criteria that respondents be permanent residents of Tomohon City who had completed at least one Shopee transaction and had consulted product reviews before purchase. Data were collected via an online questionnaire measured on a 5-point Likert scale and analyzed using multiple linear regression in SPSS. The empirical findings indicate that: 1) Platform Trust partially has a positive and significant effect on purchase decision; 2) Online Reviews partially have a positive and significant effect on purchase decision; and 3) Platform Trust and Online Reviews simultaneously have a positive and significant effect on purchase decision. Shopee management is encouraged to keep strengthening transaction security and consumer-protection guarantees, while sellers are encouraged to cultivate authentic, high-quality customer reviews to sustain consumer confidence in regional markets such as Tomohon.

Keywords: Platform Trust, Online Reviews, Purchase Decision.