The Influence of Trust towards Customer Purchase Decision on Collaborative Consumption with Usefulness of Online Sharing Review as Intermediaries

• Main Author: Nabila, Annisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39185
• Institution: Institut Teknologi Bandung

Over the past few years, collaborative consumption became a new trend in a business world (Botsman & Rogers, 2010). The trust issues has become a problem where people let everyone has the access of their goods to stranger, and according to Bostman (2012) collaborative consumption need to conquer the trust issues through the review on the platform to maintain the trust. One of the key resources for customer consideration to make a decision is information from online review (Ahmed, 2013). Purpose: This study expected to analyze the influence of trust and usefulness of online sharing review to the customers purchase decision involvement in context of collaborative consumptionn platforms. Methods: As collaborative consumption, Airbnb was chosen as the subject of this research. The data from this research will be gained by distributing an online questionnaire to its user in Java Island The questionnaire will involve 400 respondents and the data will be analyzed using quantitative method by partial least square – structural equation modelling and sobel test is needed to check the mediating relationship for usefulness of online sharing review. Findings: This study reflects that trust has a positive correlation to purchase decision and usefulness of online sharing review has an important mediating role in this case. Originality/value: This research can facilitate the collaborative consumption platforms by the understanding on how important the online review written in the platforms for the customers purchase decision involvement.