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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Andira Syifa Mutia Mantauw
Politeknik Negeri Jakarta

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Pengaruh Online Customer Review dan Online Customer Rating Pengguna Aplikasi Shopee Terhadap Minat Beli Pada Produk Kosmetik Lokal Luxcrime (Studi Kasus Pada Pengguna Kosmetik Lokal Luxcrime Di Kota Depok Andira Syifa Mutia Mantauw; Ni Made Widhi Sugianingsih; Iis Mariam
Seminar Nasional Riset Terapan Vol. 13 No. 01 (2024): SNRT XIII TAHUN 2024
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to determine whether Shopee users' online customer reviews and ratings partially or fully influence the purchase intentions of Luxcrime, a local cosmetics company in Depok City. This study uses a quantitative method. The study population included 2,123,350 people living in the city of Depok, and 100 people responded to the Slovin formula. The program SPSS version 26 was used to analyze the collected data. The results of the partial significance test (T-test) show that the online customer review variable (X1) has a significant partial impact on purchase intention (Y); The T-value is 10.403 and the T-table value is greater than 1.985. In addition, online customer review variable (X2) significantly affects purchase intention (Y), with a t- value of 21.596 which is higher than the t-table.The joint significance test (F-test) shows that purchase intention (Y) is strongly influenced by both online customer reviews (X1) and online customer ratings (X2). The F table value of 3.09 is lower than the F value of 517.509. The degree of influence of these two variables on purchase intention is shown by the coefficient of assessment (R2) of 0.914, which is 91.4 percent. The factors that remain 8.6 percent of this study are influenced by other factors.
Co-Authors Iis Mariam Ni Made Widhi Sugianingsih