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Hanila, Siti
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The Effect of Online Customer Reviews, Online Customer Ratings, and Product Diversity on Purchase Decisions of Generation Z Putri, Shofi Rahmadannia; Hanila, Siti; Febliansa , Muhammad Rahman
Innovative Business Management Journal Vol. 2 No. 2 (2026): April
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/ibm.v2i2.469

Abstract

Changes in consumption behavior due to the development of digital This study aims to analyze the influence of online customer reviews, online customer ratings, and product diversity Purchase Decisions of Generation Z, Bengkulu City. The results show that the multiple linear regression equation obtained is Y = 15.186 + 0.265X₁ + 0.285X₂ + 0.295X₃ + e. The coefficients are positive, meaning that there is a positive or unidirectional relationship between the variables of online customer reviews (X₁), online customer ratings (X₂), and product diversity (X₃), with a value of 0 (zero) on the purchase decisions (Y) of Generation Z, Bengkulu City. The results show that the online customer review (X₁) test indicates a t-count of 2.706 > t-table 1.654 and a significance of 0.008 < 0.05, so Ha hypothesis is accepted and Ho is rejected, meaning that online customer reviews have a positive and significant effect on Generation Z's purchase decisions, Bengkulu City. The results of the online customer rating test (X₂) show t-count of 1.896 > t-table 1.654 and a significance of 0.006 < 0.05, so the results of Ha hypothesis are accepted and Ho hypothesis is rejected, meaning that online customer ratings have a positive and significant effect on Generation Z's purchase decisions in Bengkulu City. The results of the product diversity test (X₃) show that t-count is 2.926 > t-table 1.654 and the significance is 0.004 < 0.05, so the Ha hypothesis is accepted and the Ho hypothesis is rejected, meaning that product diversity has a positive and significant effect on Generation Z's purchase decisions in Bengkulu City. Based on a comparison of the calculated f count with the table f value, the calculated f value is greater than the table f value, namely 25.322 > 2.66, and R² has a value of 0.614, which means that 61.4% of the variation in purchase decisions can be explained by the variables of online customer reviews, online customer ratings, and product diversity, while the rest is influenced by other factors outside this study.
Co-Authors Abi , Yudi Irawan Abi, Yudi Irawan Agung, Kimas Kurniawan Tando Ahmad Soleh Aji Sudarsono Alghaffaru, Muhammad Afif Amelia Amelia Andwini Prasetya, Andwini Antoni, Ariska Apta, Muhammad Ferdi Ariska, Yesi Indian Arliando, Yode Armeni, Sinta Bela Arsianti, Devi Astuty, Kamelia Candriani, Afri Cantika, Yella Chairunisa, Putri Aulia Damarsiwi, Eska Prima Monique Devi, Made Tiara Dianestari , Gea Effendi, Bahman Efrian, Ahmad jalou Febliansa, M Rahman Febriano, Randy Rio Ferina, Zahra Indah Ferina, Zahrah Indah Fitriano, Yun Gaol, Vandri Salomo Lumban Gayatri, Ida Ayu Made Er Meytha Habibullah, Wahyu Handayani, Sri Harlina, Risa Haryanti, Eka Herfianti, Meiffa Herfianti, Meiffa Herlin, Herlin Herlina, Yeni Herlyaminda, Evi Huda, Okta Nurul Illahi, Jerry Kurnia Irawan Abi, Yudi Karona Cahya Susena, Karona Cahya Khairil Khairil Kresnawati, Kresnawati Kresnawati, Kresnwati Laili, Afifatul Laini, Indah Lestari, Anggun Ayu Lubis, Wildhan Rivaldo Martika, Rengga Muhammad Rahman Febliansa Mujiono Mujiono Mulyadi, Singgi Nasution, Suswati Nata, Fandwi Natalia, Leni Nengsih, Mimi Kurnia Neri Susanti Nia Indriasari, Nia Nirta Vera Yustanti Oktafia, Berliana Oktaviani, Nela Pardi, Sri Handayani Permana, Jaka Pratama, Meylan Prawitasari, Andriyani Priharto, Gempo Putra, Iswidana Utama Putra, M. Sendika Martha Dwi Putra Putri, Annisa Rahma Putri, Shofi Rahmadannia Qhumayira, Tharisa Rahayu, Hesti Riski Rahayu, Melyan Arista Rahmadania, Della Rahmadania, Friska Riska, Yesi Indiana Risq, Eldy Gunawan Rizki bunga ameli Rusminita, Esi Sadewo, Panji Saharani, Dea Sapitri, Wulan Sari, Rina Romanda Sartoni, Arius SEPTIAN, DWI Setiawan, Youngky Sri Handayani Sulisti Afriani, Sulisti Susena, Cahya Suwarni Suwarni Syaputra, Robby Trisna, Rama Dita Ulandia, Emelia Try Utama, Reza Afrio Wulandari, Weni Yanti, Rina Trisna Yulianti, Oni Zhafran, Alif Zoniarti, Zoniarti