Research Article
The Effect of Online Customer Review on Trust and its impact on Purchase Intention in Cinema Films on Subscribers of YouTube Channel Review Film Cine Crib
@INPROCEEDINGS{10.4108/eai.9-10-2020.2304779, author={Dwi Sanda Rahayu and Farah Oktafani}, title={The Effect of Online Customer Review on Trust and its impact on Purchase Intention in Cinema Films on Subscribers of YouTube Channel Review Film Cine Crib}, proceedings={Proceedings of the 5th International Conference on Indonesian Social and Political Enquiries, ICISPE 2020, 9-10 October 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICISPE}, year={2021}, month={3}, keywords={online customer review purchase intention trust}, doi={10.4108/eai.9-10-2020.2304779} }- Dwi Sanda Rahayu
Farah Oktafani
Year: 2021
The Effect of Online Customer Review on Trust and its impact on Purchase Intention in Cinema Films on Subscribers of YouTube Channel Review Film Cine Crib
ICISPE
EAI
DOI: 10.4108/eai.9-10-2020.2304779
Abstract
This study is motivated by the phenomenon of Online Customer Review through Cine Crib as a YouTube channel movie review which is good for the advancement of the Indonesian movie as part of the Creative Industry. This study aims to determine The Effect of Online Customer Review on Trust and its impact on Purchase Intention in Cinema Films on subscribers of Cine Crib. This study uses a quantitative method type of descriptive and causal research. The sampling techniques in this study uses Non- probability sampling type of Purposive Sampling. The Population in this study are Cine Crib’s subscribers with the number of the sample were 347 samples. Data analysis techniques used in this study are Descriptive Analysis and Path Analysis. Based on the result of Descriptive Analysis, overall Online Customer Review and Trust are in the excellent category, and Purchase Intention is in a good category. Based on the result of Path Analysis, Online Customer Review has a significant effect on Trust, Trust has a significant effect on Purchase Intention, Online Customer Review has a significant effect on Purchase Intention, and Online Customer Review has an indirect effect on Purchase Intention through Trust.
