Pengaruh Ulasan Online dan Rating Produk terhadap Keputusan Pembelian Konsumen pada Platfrom Shopee

Beby Alqarana Putri; Riandani Rezki Prana

doi:10.61132/menawan.v4i5.2679

Authors

Beby Alqarana Putri Sekolah Tinggi Ilmu Manajemen Sukma
Riandani Rezki Prana Sekolah Tinggi Ilmu Manajemen Sukma

DOI:

https://doi.org/10.61132/menawan.v4i5.2679

Keywords:

Digital Commerce, Online Reviews, Product Ratings, Purchase Decisions, Shopee

Abstract

The development of digital commerce and the high competition in the e-commerce market encourage consumers to be more selective in making purchase decisions to minimize transaction uncertainty. Therefore, this study aims to analyze the influence of online reviews on consumer purchase decisions on the Shopee platform, analyze the influence of product ratings on consumer purchase decisions on the Shopee platform, and analyze the simultaneous influence of online reviews and product ratings on consumer purchase decisions on the Shopee platform. The research method used is a quantitative approach with primary and secondary data. Data collection was conducted through an online questionnaire administered to Shopee application users in Indonesia. The sampling technique utilized purposive sampling with criteria including active consumers who pay attention to product reviews and ratings and have made transactions. The research instrument was tested using validity and reliability tests. The data were processed using multiple linear regression analysis and classic assumption tests, which included normality, multicollinearity, and heteroscedasticity tests. The results of the study show that online reviews independently have a positive and significant effect on consumer purchase decisions. The narratives of previous buyers' experiences along with visual evidence serve as the main drivers that reinforce the act of purchasing. Product ratings are also proven to independently have a positive and significant effect on consumer purchase decisions, where the accumulation of star scores functions as an efficient initial filter for store reputation. Simultaneously, online reviews and product ratings significantly influence consumer purchase decisions on the Shopee platform. The combination of qualitative information from reviews and quantitative information from ratings creates a synergy within the digital reputation ecosystem that is dominant in determining purchase decisions.

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