Pengaruh Customer Review dan Brand Trust terhadap Purchase Intention Nature Republic E-Commerce Sociolla
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Abstract
This study aimed to examine the effect of online customer reviews and brand trust on the purchase intention of Nature Republic products in Sociolla e-commerce. The sample size was 178 consumers of Nature Republic products in Jakarta. The sampling method used is non-probability sampling with purposive sampling techniques and research instruments used questionnaires which are then processed using SEM-PLS. The findings of this study indicate that online customer reviews do not have a significant effect on purchase intention, whereas brand trust have a significant positive effect on purchase intention.
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