DOI: https://doi.org/10.14710/jbs.34.2.126-141

The Influence of Perceived Usefulness of Online Reviews, Trust, and Satisfaction on Purchase Intention in E-Commerce

*Amalia Azzahroh  -  Department of Management, Universitas Islam Indonesia, Indonesia

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Abstract

This study aims to examine the influence of Perceived Usefulness of Online Reviews, Trust, and Satisfaction on Purchase Intention in e-commerce. A quantitative approach was employed to analyse the relationships between variables, with a total of five hypotheses proposed. The research was conducted in Indonesia, involving 200 respondents selected through convenience sampling. The data were analysed using descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS version 3. The findings reveal that the Perceived Usefulness of Online Reviews has a significant positive effect on Trust. Furthermore, Trust significantly and positively influences Satisfaction. Additionally, the Perceived Usefulness of Online Reviews directly enhances Purchase Intention. Trust is also found to have a significant positive impact on Purchase Intention. Lastly, Satisfaction significantly contributes to increasing Purchase Intention. These results highlight the critical role of online reviews in fostering trust and satisfaction, which in turn drive purchase decisions in e-commerce. This study provides valuable insights for e-commerce businesses, emphasising the importance of optimising online review systems to enhance consumer trust, satisfaction, and ultimately, purchase intentions.

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Keywords: perceived usefulness of online review; trust; satisfaction; purchase intention

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