Track: Modeling and Simulation

Abstract

This study aims to determine the effect of product rating and product sold information presented in the online
marketplace on perceived risk, consumer confidence, and purchase intention. Furthermore, this study investigates
whether the interaction of product rating and product sold in an online marketplace can help consumers increase
purchase intention, consumer confidence, and perceived risk. In study 1 on product ratings, it was found that
respondents with high rating conditions had higher purchase intention and consumer confidence than respondents with
vulnerable rating conditions. On the other hand, when the product rating is high, the perceived risk will be lower.

Meanwhile, in Study 2 regarding product sold, it was found that respondents with high product sold conditions had
higher purchase intention and consumer confidence than those with low rating conditions. On the other hand, when
the product rating is sold, the perceived risk will be lower. However, the results of study 3 show that there is no
significant effect on the interaction between product rating and product sold on purchase intention, consumer
confidence, and perceived risk, where the results when the product rating is high but product sold is low, then purchase
intention and consumer confidence are higher. high when the product rating is high even though the product sold is
low, and the perceived risk is lower when the product rating is low but the product sold is high. The methods used in
this research are reliability test using Cronbach Alpha test and validity test using Kaiser Meyer Okin (KMO) to test
study 1 and study 2, and ANOVA method using Two-Way ANOVA to test study 3.

Keywords:
Product rating, product sold, purchase intention, consumer confidence, perceived risk