TRUSTING REVIEWS: HOW PERCEIVED BELONGINGNESS ANDCREDIBILITY INFLUENCE PURCHASE INTENTIONS

Abstrak

This study explores the impact of Perceived Review Credibility on Purchase Intention, highlighting the mediating role of Perceived Belongingness. The primary objective of the research is to understand how these psychological factors interact to shape consumer purchase intentions in e-commerce. A quantitative approach was employed, collecting data through an online survey from 150 e-commerce shoppers in Kendari City. Statistical analysis was conducted to evaluate the relationships among Perceived Review Credibility, Perceived Belongingness, and Purchase Intention, including examining direct and indirect effects. The findings indicate that Perceived Review Credibility significantly influences Purchase Intention. Additionally, Perceived Review Credibility enhances the sense of Perceived Belongingness, which in turn increases Purchase Intention. Marketers are advised to focus on credible reviews and fostering a strong sense of belongingness to enhance purchase intentions