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Yolita Supriadi
Universitas Catur Insan Cendekia
Computer Science & IT Economics, Econometrics & Finance Other

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Pengaruh Ulasan Konsumen dan Sistem Pembayaran Cash On Delivery (COD) Terhadap Keputusan Pembelian pada Aplikasi Shopee Yolita Supriadi
MANAJEMEN Vol. 6 No. 2 (2026): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/1vh89413

Abstract

This study aims to analyze the effect of consumer reviews and the Cash on Delivery (COD) payment system on purchase decisions for products on the Shopee application, both partially and simultaneously. The study uses a quantitative associative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) supported by SmartPLS. The respondents were 120 active Shopee users in Cirebon City selected through purposive sampling. The instrument consisted of 23 indicators covering consumer reviews, COD payment, and purchase decision. The results show that consumer reviews have a positive and significant effect on purchase decisions (β = 0.638; t = 8.607; p = 0.000), while COD also has a positive and significant effect (β = 0.185; t = 2.387; p = 0.017). Simultaneously, both variables significantly affect purchase decisions with an F-statistic of 82.114 and p = 0.000. The model explains 58.6% of the variance in purchase decisions (R² = 0.586). Consumer reviews are the more dominant predictor. The findings indicate that credible reviews, especially those containing photos or videos, and a secure COD mechanism can reduce uncertainty and encourage consumers to make purchases on Shopee.
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