The goal of this research is to examine the impact of online consumer reviews on purchase intention on the Lazada online shopping site on Malikussaleh University students. In this study, quantitative research techniques were utilized. Primary data of study was collected through a self-administered Likert type online survey. In total, 115 volunteer participants familiar with Lazada online shopping site filed the study. The research model of the study was analyzed with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques. According to the findings of this research, perceived usefulness, perceived ease of use, perceived enjoyment and perceived control from online consumer reviews (OCRs) influenced consumers in trusting the Lazada online shopping sites, but perceived effectiveness from OCRs does not affect consumer trust. Trust has a high significant on consumer purchase intention. Another finding of this research is perceived ease of use, perceived effectiveness, perceived enjoyment of OCRs influenced consumers on online purchase intention, but perceived usefulness and perceived control does not influenced consumer to shop online. However, trust was found to have mediator with insignificantly on perceived usefulness, perceived ease of use, perceived effectiveness, perceived enjoyment, and perceived control of OCRs on online consumer purchase intention at Lazada.
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