LITERATUR REVIEW: PENGARUH RATING TOKO DAN JUMLAH PENGIKUT TERHADAP KEPERCAYAAN KONSUMEN PADA MARKETPLACE
DOI:
https://doi.org/10.61722/jaem.v3i2.10098Keywords:
Followers; Consumer Trust; Marketplace; Store Rating.Abstract
In the rapidly evolving digital economy ecosystem of Indonesia, consumer behavior in marketplace transactions has undergone a significant paradigm shift from physical assessment to digital reputation-based evaluation. This literature review article aims to conduct an in-depth and comprehensive analysis of how store rating and number of followers function as crucial instruments in shaping consumer trust that ultimately leads to purchasing decisions. Using a library research method exploring ten national scientific journals from 2021 to 2025, this study synthesizes various relevant empirical findings. The literature review consistently shows that store ratings are a highly reliable predictor of service quality, while the number of followers serves as an indicator of popularity and social validation. Both elements, partially and simultaneously, have a positive and significant influence in mitigating risk perception and building strong consumer trust, which ultimately determines the success of purchasing decisions on increasingly competitive e-commerce platforms.
References
Ambartiasari, G., Yusuf, Z., Kasmaniar, & Amri, S. (2025). Pengaruh Rating dan Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. 11(3), 1345–1351.
Ardhiyansyah, A., & Naomi, I. P. (2022). Effect of online customer review, online customer rating, online trust, and price on interest to buy marketplace in indonesia. 21(3), 195–211.
Azis, E., & Sitaniapessy, A. (2025). Online customer reviews and ratings as key drivers of purchase intention : The mediating role of trust. 25(November), 81–98.
Fahrozi, R., Rahmawati, D., Muldani, V., & Saddam, M. (2022). The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace. 9(1), 217–228.
Leksono, H. F. I., Indayani, L., & Hariasih, M. (2025). Pengaruh Promotion , Online Customer review dan Trust terhadap Keputusan Pembelian pada Marketplace Lazada. 17(3), 1114–1126.
