ABSTRAK

Muhammad Rizal Julianur, DIA215056, Pengaruh Online Customer Review dan Kepercayaan Terhadap Minat Beli Produk Kuliner Followers Instagram @BanjarmasinFood dibawah bimbingan Nurul Wahyuni.

Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh secara parsial dan simultan Online Customer Review Dan Kepercayaan Terhadap Minat Beli Produk Kuliner Followers Instagram @BanjarmasinFood.

Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif. Sampel diambil sebanyak 99 responden yang dipilih dengan menggunakan teknik purposive sampling. Pengumpulan data menggunakan kuesioner dan analisis data menggunakan analisis regresi linear berganda dengan menggunakan bantuan program SPSS 25.

Hasil penelitian menunjukkanbahwa Online Customer Review secara parsial berpengaruh positif dan signifikan Minat Beli dengan nilai signifikan 0,000 < 0,05,kemudian Kepercayaan secara parsial juga memiliki pengaruh positif dan signifikan terhadap Minat Belidengan nilai signifikan 0,000 < 0,05.Berdasarkan hasil penelitian ini menunjukan bahwa Online Customer Review dan Kepercayaan secara simultan memiliki pengaruh yang positif signifikan terhadap Minat Beli dengan besar pengaruh 0,320 atau sebesar 32%.

Kata Kunci:online customer review, kepercayaan, minat beli

ABSTRACT

Muhammad Rizal Julianur, DIA215056, The Influence of Online Customer Reviews and Trust on Interest in Buying Culinary Products for Instagram Followers @BanjarmasinFood under the guidance of Nurul Wahyuni.

This study aims to test and analyze the effect of partially and simultaneously Online Customer Review and Trust on Purchase Interest of @BanjarmasinFood Instagram Followers Culinary Products.

The research approach used is a quantitative approach. Samples were taken as many as 99 respondents who were selected using purposive sampling technique. Data collection using questionnaires and data analysis using multiple linear regression analysis using the SPSS 25 program.

The results showed that Online Customer Review partially had a positive and significant effect on Buying Interest with a significant value of 0.000 <0.05, then Trust partially also had a positive and significant influence on Buying Interest with a significant value of 0.000 <0.05. Based on the results of this study, it shows that Online Customer Review and Trust simultaneously have a significant positive effect on Purchase Interest with a large effect of 0.320 or 32%.

Keywords: online customer review, trust, buying interest