THE EFFECT OF ONLINE CUSTOMER REVIEW COMMUNICATION ON PURCHASE INTEREST WITH TRUST AS INTERVENING IN BUKALAPAK ONLINE STORE IN PADANG CITY

This research is choosing a topic to determine the effect of online customer review communication on purchase interest with trust as an intervening at the Bukalapak online store in the city of Padang. The population in this study were all consumers who shopped online at the Bukalapak online store in Padang City in 2020 whose number was not known with certainty, with a total sample of 138 people. The sampling technique used nonprobability sampling method with accidental sampling technique. The data analysis method used partial least squares (PLS). The summary of the results obtained from this study shows that online customer reviews have a significant positive effect on consumer trust in the online shop Bukalapak in the city of Padang. Online customer reviews have a significant positive effect on consumer purchase interest at Bukalapak online store in Padang City. Trust has a significant positive effect on consumer purchase interest at Bukalapak online store in Padang City. Then online customer reviews have a significant positive effect on purchase interest through trust in the online shop Bukalapak in the city of Padang.

online customer reviews (OCR) and is able to attract more online shopping interest than promotions through social media, it is not certain that consumers will shop after seeing the reviews given, because reviews can affect trust someone to be interested in shopping online. The problem that has been described, the problem is formulated as follows: the direct influence of online customer reviews on consumer trust in the online shop Bukalapak in the city of Padang?

RESEARCH METHOD
The method used is a quantitative research method. Where quantitative research methods can be used to examine certain populations or samples, data collection uses research instruments, data analysis is quantitative/statistical, with the aim of testing established hypotheses (Sugiyono, 2017).
The outer model is often also called (outer rotation or measurement model) which defines how each indicator block relates to its latent variable (Ghozali, 2014). Where by using the measurement model or the outer model can be evaluated construct validity and construct reliability. The measurement model (Outer Model) with reflexive indicators is evaluated with convergent and discriminant validity of the indicators and composite reliability for indicator blocks (Ghozali, 2014).
Hypothesis testing PLS does not assume any particular distribution for parameter estimation, so parametric techniques to test the significance of parameters are not required.

RESULTS AND DISCUSSION
PLS does not assume any particular distribution for parameter estimation, so parametric techniques to test the significance of parameters are not required. The stability of this estimate was evaluated using the t-test statistic obtained through boostraping (Ghozali, 2014:39 (Ghozali, 2014). This indicates that online customer reviews are something that consumers consider to influence their trust in online shopping at Bukalapak. Online customer reviews about Bukalapak make it easier for consumers to shop online, and make it easier for consumers to search and find information about products.
In addition, online customer review services regarding Bukalapak are not confusing and consumers find it easy to understand so that this also affects consumer confidence. Then consumers also feel more in control of online shopping when reading customer comments online at Bukalapak, besides that consumer comments also give consumers more control over the service process at JOSAR, Vol. This indicates that the purchase interest of consumers at the Bukalapak online store in Padang City is influenced by the online customer reviews conducted by consumers on Bukalapak, where online customer reviews by consumers make it easier for other consumers to shop online and find and find information about product. In addition, online customer review services provided by consumers can be a reference for consumers so that they are not confusing and consumers find it easy to understand so that this also affects purchase interest (interest in online shopping). Then consumers also feel more able to control online shopping when reading other consumer comments, besides that consumer comments also give consumers more control over the service process at Bukalapak so that it affects consumer purchase interest at Bukalapak online store in Padang City Review is part of Electronic Word of Mouth (eWOM), which is a direct opinion from someone and not an advertisement. Review is one of several factors that determine a person's purchase decision (Lee & Shin, 2014). This shows that people can take the number of reviews as an indicator of product popularity or the value of a product that will affect the willingness to buy a product.

SUGGESTIONS
Based on the conclusions obtained above, in order to increase interest in online shopping, it is recommended as follows: In an effort to improve online customer reviews, it is recommended for Bukalapak and Bukalapak partners to immediately respond to comments made by consumers in the comments column, both related to products that are offered. sale and services rendered. In an effort to improve trust, it is recommended for Bukalapak and Bukalapak partners to provide products to consumers according to the original products, then display images of products that are owned by themselves and in accordance with the products received by consumers, in addition to improving the complaint system or not doing so. unilateral cancellation of orders.

6.ACKNOWLEDGMENT
The author would like to thank LPPM Dharma Andalas University for providing financial and institutional support for this research. As well as colleagues in the University's Communication Studies Program. Researchers hope that they will be able to provide future research with related sub-themes.