Pengaruh Rating Bintang 5 Terhadap Keputusan Pembelian Produk Kosmetik Hanasui di E-Commerce Shopee pada Mahasiswi Prodi Pendidikan Ekonomi

Abstract

This study aims to determine: (1) the level of five-star ratings for Hanasui cosmetic products on the Shopee e-commerce platform among students of the Economic Education Study Program at Universitas Tanjungpura; (2) the level of purchasing decisions for Hanasui cosmetic products; and (3) the effect of five-star ratings on purchasing decisions. This research employed a quantitative method using a correlational research design. The population consisted of students of the Economic Education Study Program at the Faculty of Teacher Training and Education, Universitas Tanjungpura, who had used Hanasui cosmetic products. The sample consisted of 50 respondents selected using a saturated sampling technique. Data were collected through a questionnaire distributed using Google Forms. Data analysis was conducted using descriptive analysis and simple linear regression with the assistance of SPSS 26. The results showed that the five-star rating of Hanasui cosmetic products was categorized as very high, with a percentage of 87%. The purchasing decision for Hanasui cosmetic products was also categorized as very high, with a percentage of 86%. The regression analysis showed that five-star ratings influenced purchasing decisions by 0.640 or 64%. The significance value of 0.000 < 0.05 indicates a significant influence of five-star ratings on the purchasing decisions of Hanasui cosmetic products among students of the Economic Education Study Program at Universitas Tanjungpura. Therefore, the more positive consumers’ perceptions of five-star ratings, the greater their tendency to make purchasing decisions.