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All Journal JURNAL SAINS PEMASARAN INDONESIA Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen
Naomi, Intan Prilia
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Economics, Econometrics & Finance Education Other

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The effects of online customer reviews and online customer ratings on purchasing intentions in west java marketplaces Naomi, Intan Prilia; Ardhiyansyah, Andri
INOVASI Vol 17, No 4 (2021)
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (235.642 KB) | DOI: 10.29264/jinv.v17i4.10224

Abstract

Technological developments are overgrowing; one of the technologies that are developing is the internet. Technological advances from the internet have led to changes in consumer lifestyles; the changes referred to are consumers who are interested in online shopping activities. However, online shopping is significantly different from offline shopping, where consumers cannot directly assess the product to be purchased. This difference is also a risk for potential consumers when shopping online. So to get information about the product that will be purchased, prospective consumers will use online customer reviews and online customer ratings in the marketplace. This study aims to determine whether online customer reviews and online customer ratings affect buying interest in the marketplace in West Java, either partially or simultaneously. The sample was determined by the non-probability sampling method with 140 respondents and using multiple regression analysis. Based on the study results, it is known that online customer reviews and online customer ratings have an effect of 56.8% on buying interest.
Effect of Online Customer Review, Online Customer Rating, Online Trust, and Price on Interest to Buy Marketplace in Indonesia Naomi, Intan Prilia; Ardhiyansyah, Andri
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.195-211

Abstract

The rapid development and progress of the internet have led to a shift in consumer behavior, namely, consumers who are starting to be interested in shopping online. The difference lies in the ability of consumers to assess the products they are interested in purchasing decisions. For that, we need to determine what factors can influence consumer buying interest so that it can cause the phenomenon of increasing online shopping trends in Indonesia, especially in terms of online customer review variables, online customer ratings, trust, and prices. This research is quantitative research with a survey method. The population in this study were all online marketplace users in Indonesia, and the sampling technique used purposive sampling with a total sample of 210 respondents. The data collection technique used an online questionnaire that the instrument had tested. The data analysis technique used to answer the hypothesis is partial and simultaneous testing with the help of multiple regression using the Software Statistical Product and Service Solution (SPSS 25. The findings in this study note that online customer reviews, online customer ratings, online trust, and prices have a positive and significant effect on buying interest in the marketplace in Indonesia, either partially or simultaneously.
Co-Authors Andri Ardhiyansyah