The Impact of Online Reviews on Trust and Purchase Intention Among 2022 Agribusiness Students at Universitas Medan Area

Abstract

The development of the internet is transforming traditional shopping into e-commerce. This
study aims to analyse the impact of online reviews on trust and purchase intention of
Agribusiness students of Medan Area University in 2022. Using a quantitative descriptive
survey method with 36 respondents, this study examines consumer behaviour in considering
online reviews before buying. Results show 52.8% of respondents always read reviews,
especially on Tokopedia and Shopee. The main credibility factors are supporting photos/videos
(66.7%), consumer comments (50%), and product ratings (50%). As many as 63.9% trust
regular consumer reviews more than influencers. The most sought-after information is product
quality (86.1%), with a preference for video (61.1%) and photo (47.2%) review media. The
findings confirm that online reviews play an important role in building trust and influencing the
purchasing decisions of digital consumers.