The Role of Trust in Mediating the Influence of Online Customer Review on Purchasing Decision on Brand Screamos Consumers in Banda Aceh City
DOI:
https://doi.org/10.31603/conference.17305Kata Kunci:
online customer review, trust, purchasing decision, screamos, literature reviewAbstrak
The rapid development of e-commerce and the dominance of digital platforms in Indonesia have significantly changed consumer behavior, especially in the local fashion segment where physical product evaluation is impossible before purchase. This study aims to examine the role of trust as a mediating variable between online customer review (OCR) and purchasing decision among consumers of the local streetwear brand Screamos in Banda Aceh City. This research employs a systematic literature review (SLR) methodology by synthesizing relevant empirical studies published between 2020 and 2026, sourced from SINTA-accredited journals (minimum SINTA 3), Scopus-indexed journals, and reputable academic databases. The Stimulus-Organism-Response (S-O-R) theory and the Elaboration Likelihood Model (ELM) serve as the grand theoretical framework. The results of the literature synthesis reveal that: (1) online customer review has a significant positive effect on purchasing decision; (2) online customer review has a significant positive effect on trust; (3) trust has a significant positive effect on purchasing decision; and (4) trust significantly mediatespartially or fullythe relationship between online customer review and purchasing decision. These findings confirm that credible and high-quality online reviews play a pivotal role in building consumer trust, which in turn drives purchasing decisions. For Screamos as a local brand in Banda Aceh, strategically managing the online review ecosystem is essential to building consumer confidence and increasing sales conversion in the digital marketplace.
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