EFFECT OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASING DECISIONS ON E-COMMERCE SHOPEE USERS
Keywords:
Online Customer Review, Online Customer rating, Purchase Decision
Abstract
The development of marketplace in Indonesia is increasingly growing rapidly marked by the emergence of several marketplaces, one of which is Shopee. This study aims to determine the effect of online customer review and online customer rating on purchasing decisions on e-commerce shops. This Penground is a quantitative study with a population, namely e-commerce shopee users who have made purchases at the shopee. The research sample was obtained 56 respondents. Data collection methods use questionnaires through Google Form while data analysis techniques use multiple linear regression analysis and classical assumption tests. The analysis shows that online customer reviews have a positive and significant effect on purchasing decisions and online customer rating has a positive and significant effect on purchasing decisions.References
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Cahyono, Y. T., & Wibawani, I. D. (2021). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Hubusintek, 1(1), 867–874.
Dzulqarnain, I. (2019). Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. In Repository Universitas Jember. https://repository.unej.ac.id/bitstream/handle/123456789/93165/Iskandar Dzulqarnain-150910202031.pdf?sequence=2&isAllowed=y
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Nafingatunisak, N., & Hirawati, H. (2022). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Fashion di Shopee. Sains: Jurnal Manajemen Dan Bisnis, 15(1), 89. https://doi.org/10.35448/jmb.v15i1.16944
Pratiwi, F. W., Curatman, A., & Agustina. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Customer …. Universitas Swadaya Gunung Jati, Cirebon, 786–195. http://repository.unisma.ac.id/handle/123456789/7183%0Ahttp://repository.unisma.ac.id/bitstream/handle/123456789/7183/S1_FIA_21801092051_RIKE DIAH AYU NOVIA ARDANI.pdf?sequence=1
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Rakhma, A. F., Pardiman, & Hatneny, A. I. (2021). Pengaruh Product Knowledge, Brand Image, Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi pada Customer Marketplace Shopee di Malang). Jurnal Riset Manajemen, 2020, 115–125.
Ratriningrum, M. W., Foenay, C. C., Riwu, Y. F., & Apriana, H. J. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP CUSTOMER TRUST PADA MARKETPLACE SHOPEE The Influence of Online Customer Reviews and Online Customers. 381–394.
Hariyanto, H. T., Trisunarno, L., & Teknik, D. (2020). Analisis Pengaruh Online Customer Review , Online Customer Rating , dan Star Seller terhadap Kepercayaan Pelanggan Hingga. 9(2).
Welsa, H., Dwi Cahyani, P., & Alfian, M. (2022). Pengaruh online customer review, social media marketing dan kemudahan terhadap keputusan pembelian secara online melalui marketplace. Jurnal Manajemen, 14(2), 416–424. https://doi.org/10.30872/jmmn.v14i2.11038
Yusliani, Robyardi, E., & Novalia, N. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas PGRI Palembang). INNOVATIVE: Journal Of Social Science Research Volume, 3(5), 5575–5587.
Cahyono, Y. T., & Wibawani, I. D. (2021). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Hubusintek, 1(1), 867–874.
Dzulqarnain, I. (2019). Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. In Repository Universitas Jember. https://repository.unej.ac.id/bitstream/handle/123456789/93165/Iskandar Dzulqarnain-150910202031.pdf?sequence=2&isAllowed=y
Kamisa, N. ’, Devita P, A., & Novita, D. (2022). Title of the article. JEB. Journal of Economic and Business Research, 2(1), 21–29. http://jurnal.teknokrat.ac.id/index.php/JEB
Nafingatunisak, N., & Hirawati, H. (2022). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Fashion di Shopee. Sains: Jurnal Manajemen Dan Bisnis, 15(1), 89. https://doi.org/10.35448/jmb.v15i1.16944
Pratiwi, F. W., Curatman, A., & Agustina. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Customer …. Universitas Swadaya Gunung Jati, Cirebon, 786–195. http://repository.unisma.ac.id/handle/123456789/7183%0Ahttp://repository.unisma.ac.id/bitstream/handle/123456789/7183/S1_FIA_21801092051_RIKE DIAH AYU NOVIA ARDANI.pdf?sequence=1
Rahmawati, A. I. (2021). Pengaruh Online Customer Review, Online Customer Rating Dan Kepercayaan Terhadap Keputusan Pembelian Online (Studi Kasus Pada Mahasiswa Feb Universitas Pgri Semarang). Jurnal Ilmiah Manajemen Bisnis Dan Ekonomi Kreatif, 1(1), 18–23. https://doi.org/10.26877/jibeka.v1i1.3
Rakhma, A. F., Pardiman, & Hatneny, A. I. (2021). Pengaruh Product Knowledge, Brand Image, Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi pada Customer Marketplace Shopee di Malang). Jurnal Riset Manajemen, 2020, 115–125.
Ratriningrum, M. W., Foenay, C. C., Riwu, Y. F., & Apriana, H. J. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP CUSTOMER TRUST PADA MARKETPLACE SHOPEE The Influence of Online Customer Reviews and Online Customers. 381–394.
Hariyanto, H. T., Trisunarno, L., & Teknik, D. (2020). Analisis Pengaruh Online Customer Review , Online Customer Rating , dan Star Seller terhadap Kepercayaan Pelanggan Hingga. 9(2).
Welsa, H., Dwi Cahyani, P., & Alfian, M. (2022). Pengaruh online customer review, social media marketing dan kemudahan terhadap keputusan pembelian secara online melalui marketplace. Jurnal Manajemen, 14(2), 416–424. https://doi.org/10.30872/jmmn.v14i2.11038
Yusliani, Robyardi, E., & Novalia, N. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas PGRI Palembang). INNOVATIVE: Journal Of Social Science Research Volume, 3(5), 5575–5587.
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