PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (STUDI KASUS PENGGUNA SHOPEE PADA MAHASISWA)

Abstract

This study aims to analyze the influence of online customer reviews and online customer ratings on consumer purchasing decisions in the Shopee marketplace. This study used an associative quantitative method with a population of active students of the Management Study Program, Faculty of Economics and Business, Universitas Bina Sarana Informatika, Slipi Campus. The sample consisted of 65 respondents selected using purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 22 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results showed that all statement items were valid with r-count values exceeding the r-table value of 0.244, and reliable with Cronbach's Alpha values of 0.760, 0.786, and 0.717. The data were normally distributed (Asymp. Sig. 0.079 > 0.05), showed no multicollinearity (Tolerance 0.604 > 0.10; VIF 1.655 < 10), and indicated no heteroscedasticity. Partial testing revealed that online customer review significantly affected purchasing decisions (t-value 5.373 > t-table 1.999; sig. 0.000 < 0.05), whereas online customer rating had no significant effect (t-value 0.329 < t-table 1.999; sig. 0.743 > 0.05). Simultaneously, both variables significantly influenced purchasing decisions (F-value 25.815 > F-table 3.15; sig. 0.000 < 0.05), with an R² value of 0.454, indicating that 45.4% of purchasing decisions are explained by both variables