Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Konsumen pada Marketplace Shopee

Soleh, Soleh (2026) Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Konsumen pada Marketplace Shopee. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of Online Customer Review and Online Customer Rating on Consumer Purchase Decisions on the Shopee Marketplace. This study employs a quantitative approach with a survey research design. The population in this study consists of active users of the Shopee Marketplace residing in Bekasi Regency. The sampling technique used was Non-Probability Sampling with a Purposive Sampling approach, combined with the Lemeshow formula, yielding a sample of 100 respondents. Data were collected through the distribution of Google Form-based questionnaires using a Likert Scale. The data analysis techniques used included validity tests, reliability tests, classical assumption tests (normality, linearity, multicollinearity, and heteroscedasticity), multiple linear regression analysis, and hypothesis testing (t-test, f-test, and coefficient of determination) with the assistance of SPSS version 27. The results of the study show that: (1) Online Customer Review has a positive and significant effect on Purchase Decisions, with a t-value of 6.051 > t-table 1.984 and a significance of 0.000 < 0.05; (2) Online Customer Rating has a positive and significant effect on Purchase Decisions, with a t-value of 6.359 > t-table 1.984 and a significance of 0.000 < 0.05; (3) Simultaneously, Online Customer Review and Online Customer Rating have a significant effect on Purchase Decisions, with an F-value of 740.982 > F-table 3.09 and a significance of 0.000 < 0.05. The coefficient of determination (R Square) value of 0.939 or 93.9% indicates that both independent variables are able to explain the dependent variable, while the remaining 6.1% is influenced by other variables outside of this study.

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