PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI INDONESIA
DOI:
https://doi.org/10.52657/jiem.v17i01.3557Keywords:
online customer review, online customer rating, keputusan pembelian, marketplace Shopee, e-commerceAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada marketplace Shopee di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif serta dianalisis menggunakan regresi linear berganda. Sampel penelitian terdiri atas 120 responden yang dipilih melalui teknik purposive sampling dengan kriteria pengguna aktif marketplace Shopee yang pernah membaca online customer review dan memperhatikan online customer rating sebelum melakukan pembelian. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan online customer review dan online customer rating berpengaruh signifikan terhadap keputusan pembelian pada marketplace Shopee. Nilai koefisien determinasi menunjukkan bahwa kedua variabel independen mampu menjelaskan keputusan pembelian sebesar 58,4%, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Selain itu, online customer rating merupakan variabel yang memberikan pengaruh paling dominan terhadap keputusan pembelian karena mampu menjadi indikator reputasi dan kualitas produk yang mudah dipahami oleh konsumen. Temuan penelitian ini mengindikasikan pentingnya pengelolaan reputasi digital secara konsisten melalui peningkatan kualitas ulasan dan penilaian pelanggan guna mendorong peningkatan keputusan pembelian pada marketplace Shopee di Indonesia.
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