JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL (EMBISS) Volume 4, Nomor 1, November 2023:60-73. E-ISSN: 2747-0938 https://embiss.com/index.php/embiss/index 60 | 73 Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee Anteng Priyatin 1 , Herdian Farisi 2 Program Studi Manajemen, Fakultas Sosial Ekonomi dan Humaniora Universitas Nahdlatul Ulama Purwokerto 12 Email: h.farisi@unupurwokerto.ac.id Citation: Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee. JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS), 4(1), 60–73. https://embiss.com/index.php/embiss/article/view/281 Received: 22 September 2023 Accepted: 15 Oktober 2023 Published: 27 November 2023 Publisher’s Note: Jurnal Ekonomi, Manajemen, Bisnis, dan Sosial (EMBISS) stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. Copyright: © 2023 by the authors. Licensee Jurnal Ekonomi, Manajemen, Bisnis, dan Sosial (EMBISS), Magetan, Indonesia. This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial- ShareAlike 4.0 International License. (https://creativecommons.org/licenses/by-nc-sa/4.0/) Abstract. This study aims to examine the impact of online customer reviews, online customer ratings, trust, and purchase decisions on the Shopee online marketplace among Indonesian students. The research employs a quantitative methodology, utilizing a questionnaire as the primary data collection tool. A sample of 200 respondents was selected through purposive sampling. The findings from Structural Equation Modeling (SEM) analysis reveal that online customer reviews exert a significant positive influence on purchase decisions, whereas online customer ratings do not exhibit a significant effect. Both online customer reviews and ratings positively contribute to the establishment of consumer trust. However, the level of trust does not significantly impact purchase decisions. The implications suggest that platforms should enhance their features and services to bolster consumer trust and comprehend the intricate dynamics of how reviews and ratings influence purchase decisions. Keywords: Online Customer Review, Online Customer Rating, Trust, Purchase Decision. Abstrak. Studi penelitian ini bertujuan mengidentifikasi pengaruh online customer review, online customer rating, trust, dan keputusan pembelian di platform pasar daring Shopee terhadap mahasiswa di Indonesia. Metode penelitian kuantitatif digunakan dengan kuesioner sebagai instrumen utama. Sampel sebanyak 200 responden dipilih melalui purposive sampling. Hasil analisis structural equation modeling (SEM) menunjukkan bahwa review pelanggan online memiliki dampak positif yang signifikan terhadap keputusan pembelian, sedangkan rating pelanggan online tidak memiliki pengaruh yang signifikan. Online customer review beserta rating berkontribusi positif pada tingkat kepercayaan konsumen. Namun, tingkat kepercayaan tidak signifikan memengaruhi keputusan pembelian. Implikasinya, platform perlu meningkatkan fitur dan pelayanan untuk