Influence of Ratings and Online Customer Reviews on Purchase Decisions in The Shopee Marketplace
Abstract
This study aims to examine the effect of customer ratings and reviews on purchase decisions on Shopee. This research used multiple linear regression to estimate the determinants of purchase decision on Shopee. Data was collected through a questionnaire and analyzed to test the relationship between variables. The descriptive verification method aims to describe whether the facts are true or not and explain the relationship between variables by collecting, processing, analyzing and interpreting data in statistical hypothesis testing. The results showed that partially, rating and customer reviews have a positive and significant effect on purchase decisions. At the same time, customer ratings and reviews simultaneously have a positive and significant effect on purchase decisions.
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Farki, A., & Baihaqi, I. (2016). Pengaruh Online Customer Review dan Rating Terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. Jurnal Teknik ITS, 45. https://doi.org/10.12962/j23373539.v5i2.19671
Ichsan M, Jumhur ,HH, um Md. S. (2018). Pengaruh Consumer Online Rating and Review Terhadap Minat Beli Konsumen Pada Marketplace Tokopedia Di Wilayah Dki Jakarta Effect of Consumer Online Rating and Review To Buying. E-Proceeding of Management, 5(2), 1828–1835.
Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. Eighth Americas Conference on Information Systems.
Moe, W. W., & Schweidel, D. A. (2012). Online product opinions: Incidence, evaluation, and evolution. Marketing Science. https://doi.org/10.1287/mksc.1110.0662
Morissan M.A. (2010). Periklanan Komunikasi Pemasaran Terpadu. Journal of Nonprofit & Public Sector Marketing.
Nugroho, S. (2013). PERILAKU KONSUMEN (5th ed.). PT Kharisma Putra Utama. https://books.google.co.id/books?id=HdxDDwAAQBAJ&printsec=copyright&hl=id#v=onepage&q&f=false
Prakoso, O. T. (2021). Pengaruh Online Customer Reveiw, Rating Toko Dan Harga Terhadap Minat Pembelian Di Shoope.
Rahmi, N. A., Setiawan, H., Evelyn, J., & Utami, Y. (2019). Pengaruh Audit Tenure, Spesialisasi Audit, Ukuran Perusahaan, dan Auditor Switching Terhadap Kualitas Audit. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi, 3(3), 40–52. https://doi.org/10.31955/mea.vol4.iss1.pp40
Romadhoni, B., Hadiwidjojo, D., & Aisjah, S. (2015). Relationship between E-Service Quality, E-Satisfaction, E-Trust, E-Commitment In Building Customer E-Loyalty: A Literature Review. International Journal of Business and Management Invention, 4(2), 1–9. https://www.ijbmi.org/papers/Vol(4)2/Version-2/A4220109.pdf
Saifullah, M. (2011). ETIKA BISNIS ISLAMI DALAM PRAKTEK BISNIS RASULULLAH. Walisongo: Jurnal Penelitian Sosial Keagamaan. https://doi.org/10.21580/ws.19.1.215
Santosa, P. B., & Muttaqin, A. A. (2015). Larangan Jual Beli Gharar: Tela’ah terhadap Hadis dari Musnad Ahmad bin Hanbal. EQUILIBRIUM : Jurnal Ekonomi Syariah, 3(1), 157–173.
Sari, R., Ramdani, E. A., & Mujib, H. (2022). Pengaruh Desain Visual Webstore dan Nilai Emosional terhadap Keputusan Pembelian Online Busana Muslimah Pada Gen Z. 1(2), 125–134.
Shanthi, R., & Kannaiah, D. (2015). Consumers’ Perception on Online Shopping. Journal of Marketing and Consumer Research, 27, 30–34. www.iiste.org
Sugiyono. (2018). Statistika Untuk Penelitian. Bandung: Alfabeta. In Bandung; Alfabeta.
Wahyudi, T., & R Handayani, B. (2019). Online customer. Jurnal Riset Manajemen, 1–7.
Wibisono, H., Wijaya, K. E., & Andreani, F. (2021). Pengaruh Online Review Dan Online Rating Terhadap.
Wiratna Sujarweni, V. (2015). Metodologi penelitian bisnis ekonomi. Pustaka Baru.
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on Sales: The moderating role of product and consumer characteristics. In Journal of Marketing. https://doi.org/10.1509/jmkg.74.2.133
Published
2024-08-06
How to Cite
MUBAROK, Zaki et al.
Influence of Ratings and Online Customer Reviews on Purchase Decisions in The Shopee Marketplace.
Syari'ah Economics, [S.l.], v. 7, n. 2, p. 95-104, aug. 2024.
ISSN 2807-8942.
Available at: <https://riset-iaid.net/index.php/SE/article/view/1981>. Date accessed: 09 oct. 2024.
doi: https://doi.org/10.36667/se.v7i2.1981.
Section
Articles
