Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee. (Studi pada Mahasiswa Aktif FISIP Undip)

Abstract

The lifestyle changes of people nowadays can we feel along with this modern era. One of that lifestyle changes is about Shopping activities. Along with the development of technology makes people easier to get what they need. Now people can enjoy e-commerce facilities to get what they need. One of the e-commerce that developed in Indonesia is Shopee. Until 2018, Shopee has not been ranked first as an e-commerce site that is frequently visited. This is due to the many negative reviews on Shopee products that make people reluctant to buy through Shopee.
This study aims to determine the effect of service quality and price on purchasing decisions. The type of research was explanatory research and sampling using the nonprobability technique purposive method, collecting data using the google docs questionnaire. The number of samples used was 100 respondents from Active Student of FISIP Undip. This study uses quantitative and qualitative analysis with validity, reliability, correlation coefficients, coefficient of determination, simple and multiple regression, significance of t test, and F test by IBM SPSS program (Statistical Product and Service Solutions) version 23
The results showed that online consumer reviews and online customer rating have a positive influence on purchase decision through Shopee. Online Customer Reviews and Online Customer Rating showed 0.452 the relationship between the two variables with purchasing decisions has a sufficient relationship. The coefficient of determination shows that the online customer review on the purchase decision variable is 0.161, or 16,1%, so it can be interpreted that the contribution of online customer review on purchasing decisions is 16,1% while the other 83,9% is influenced by another factors than online customer review. While the online customer rating variable determination coefficient on the purchase decision variable is 0.069 or percentage of 6,9% so that it can be interpreted that the contribution of online customer rating influence on purchasing decisions is 6,9% while the other 93,1% is influenced by factors other than online customer rating.