THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS AND CUSTOMER E-TRUST ON PURCHASING DECISIONS
Keywords:
Onliner Customer Review, Online Customer Rating, Customer E-Trust, Buying Decision
Abstract
Intense competition forces several e-commerce platforms to implement strategies to survive in the online shopping industry. Digital marketing has many threats and challenges in the competitive online market. The purpose of this research to examine and analyze the effect of online customer review, online customer rating and Customer E-Trust on buying decision at Shopee. The type of research used in this research is correlational research with data collection methods using secondary data. In this study there were 100 respondend who were used as samples. The sampling method uses a purposed sample where the sample is selected based on the criteria. The analytical tool used is multiple linear regression analysis. Based on the results of the analysis stated that online customer review has a significant positive effect on buying decision with a t value of 3,737 and a significant value of 0,000. Online customer rating has a significant positive effect on buying decision with a t-count value of 7,554 and a significant value of 0,000. Customer E-Trust has an significant positive effect on buying decision with a t-count value 3,428 and a significant value of 0,001. The results of this research show that on the Shopee online shopping site the Customer Review, Online Customer Rating and Customer Customer E-Trust features can significantly convince customers to make purchasing decisions.References
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Yahia, Ben, Al-Neama, & Kerbache. (2018). Investigating the drivers for social commerce in social media platforms Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41 (2), 11–19.
Yosi. (2021). Peranan Digital Marketing Dalam Meningkatkan Brand Awareness Pada PT. Cahaya Madinah Mandiri Cabang Padang. Universitas Andalas, 1(1), 1-10.
Akbar, M. F., & Haryoko, U. B. (2020). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Kepuasan Pelanggan Pada Alfamart Cabang Cikokol Tangerang. Jurnal Ekonomi Kreatif, 2 (2), 280-286.
Amin, M. A., & Rachmawati, L. (2020). Pengaruh Label Halal, Citra Merek dan Online Consumer Review Terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Ekonomika dan Bisnis Islam, 3 (2), 151-164.
Audria, N., & Batu, R. L. (2022). Pengaruh Online Customer Review dan E-Service Quality Terhadap Keputusan Pembelian Pada E-Commerce. Jurnal Value, 17 (1), 35 - 47.
Batu, R. L., Situngkir, T. L., Krisnawati, I., & Halim, S. (2019). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platfrom Belanja Online Shopee. Jurnal Ekonomi dan Bisnis, 18 (2), 144-152.
Bussalim, & Hussin. (2016). Understanding Social Commerce: A Systematic Literature Review and Directions for Further Research. International Journal of Information Management, 36 (1), 1075-1088.
Hidayati, N. L. (2018). Pengaruh Viral Marketing, Online Customer Reviews dan Harga Terhadap Keputusan Pembelian Shopee di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 6 (3), 77-84.
Indriastuti, H., Putri, A. O., Robiansyah, & Anwar, H. (2022). The Effect of E-Service Quality and Customer E-Trust on Customer Loyalty and Mediating Customer Satisfaction of Internet Banking Users. Jurnal Manajemen dan Kewirausahaan, 10 (1), 24-34.
Kotler, P. (2008). Manajemen Pemasaran Edisi 12 Jilid 2. Jakarta: Indeks.
Kotler, P., & Amstrong. (2012). Dasar-Dasar Pemasaran. Jakarta: PT. Indeks Kelompok Gramedia.
Kotler, P., & Keller. (2012). Manajemen Pemasaran. Jakarta: Erlangga.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Sociola. Jurnal Mirai Management, 6 (1), 139-154.
Malik. (2017). Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in Udupi. International Journal for Innovative Research in Science & Technology (IJIRST), 3 (8).
Manap, A. (2016). Revolusi Manajemen. Jakarta: Mitra Wacana Media.
Mokodompit, H. Y., Lapian, J., & Roring, F. (2022). Pengaruh Online Customer Rating, Sistem Pembayaran Cash On Delivery dan Online Customer Review Terhadap Keputusan Pembelian di Tiktok Shop. Jurnal EMBA, 10 (3), 975-984.
Nurhayati, S. (2012). Metodologi Penelitian Praktis. Pekalongan: Unikal Press.
Putri, P. M., & R.A.Marlien. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jurnal Ekonomi & Ekonomi Syariah, 5 (1), 25-36.
Ratu, E. P., & Tulung, J. E. (2022). The Impact of Digital Marketing, Sales Promotion, and Electronic Word of Mouth on Customer Prurchase Intention at Tiktok Shop. Jurnal EMBA, 10 (4), 149-158.
Riadi, M., Kamase, J., & Mapparenta, M. (2021). Pengaruh Harga, Promosi Dan Kualitas Layanan Terhadap Kepuasan Konsumen Mobil Toyota (Studi Kasus Pada PT. Hadji Kalla Cabang Alauddin). Journal of Management Science, 2 (1), 41-60.
Sam, H. (2018). Digital Marketing. Jakarta: Digital.
Sari, A. P. (2019). Pengaruh E-Word Of Mouth Dan Customer E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada. Jurnal EcoGen, 2 (4), 666-677.
Sari, A. P., & Rahmidani, R. (2019). Pengaruh E-Word Of Mouth Dan Customer E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada. Jurnal EcoGen, 4 (2), 666-677.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT. Alfabeta.
Susilo, G. F., Rani, U., & Khotijah, S. A. (2022). The Trusting Beliefs Of Users and The Intention To Continue Making Purchases Via Social Commerce. Journal of Indonesian Economy and Business, 37 (1), 1-14.
Ulum, F., & Muchtar, R. (2018). Pengaruh E-Service Quality Terhadap E-Customer Satisfaction Website Start-Up Kaosyay. Jurnal Tekno Kompak, 12 (1), 68-72.
Wijaya, G. E., & Kuswoyo, C. (2022). Pengaruh kemenarikan desain website dan kepercayaan konsumen terhadap keputusan pembelian konsumen Shopee. Jurnal Inspirasi Bisnis dan Manajemen, 6 (1), 115-126.
Yahia, Ben, Al-Neama, & Kerbache. (2018). Investigating the drivers for social commerce in social media platforms Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41 (2), 11–19.
Yosi. (2021). Peranan Digital Marketing Dalam Meningkatkan Brand Awareness Pada PT. Cahaya Madinah Mandiri Cabang Padang. Universitas Andalas, 1(1), 1-10.
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