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Journal : Sammajiva: Jurnal Penelitian Bisnis dan Manajemen

Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pengguna Marketplace Shopee (Studi Kasus Pada Masyarakat Jakarta Barat) Dwi Susilowati
Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Vol. 1 No. 3 (2023): September : SAMMAJIVA : Jurnal Penelitian Bisnis dan Manajemen
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/sammajiva.v1i3.358

Abstract

This study aims to prove and analyze the influence of online customer reviews and online customer ratings on the purchasing decisions of Shopee marketplace users in West Jakarta. This study took statistical quantitative methods and used primary data. The technique used is nonprobability sampling, a type of purposive sampling method by distributing questionnaires online. The research sample amounted to 100 respondents of marketplace users in West Jakarta. This study used the help of IBM SPSS statistical 25 software and used multiple linear regression analysis. This research results in online customer reviews have a partial significant influence on purchasing decisions, online customer ratings have a partial significant influence on purchasing decisions and online customer reviews and online customer ratings have a significant influence simultaneously on purchasing decisions. Then the r2 test shows that as many as 34.1% of online customer reviews and online customer ratings have an influence on purchasing decisions, while as many as 65.9% have the influence of other independent variables.
Co-Authors Adelia, Zelin Putri Adella, Faizah Ainun Ningsih Nasution Ali, Roihan Muhammad Amir Iskandar Angeline, Natasha Anggoro, Dityo Cahyo Anggriawan, Satria Yuda Anjelina, Tri Ayu Arfida Boedirochminarni Arianto, Rany Aris Soelistyo Aristi, Cristi Arrywibowo, Imam Atmojo, purwo Aurellia Dwi Putri Berliana Juwita Rullyanti, Evy Caroline, Patheresya Chyntia Tiara Putri Deomedes, Stepanus Dedy Didik Hadiyatno Eka Herlina, Shefty Emmy Susanti Fajar, Ichsan Fandi, Fandi Fawwas, Sholahuddin Fikri Ihza Mahendra, M. Filza Andrian Maulana Firdaus, Dzaky Firdaus, Muhammad Dzaky Firdha Aksari Anindyntha Forgenie, David Hadri Kusuma Hairul Anam Hairul Anam Haris Al Suratim Hendrawan, Yudhi Henny Oktapiyani Hermawansyah , Adi Hernadi Moorcy, Nadi Ibrohim, Muhammad Andhika Ida Nuraini Jaa, Anasthasya Jayawarsa, A.A. Ketut Joko Sutarto Jupriyanto Juwari Kambalu, Elis Putri Karina Asih, Janet Khairunnisa Khairunnisa Khofifah Oktavia Khofifah, Cindy Laili Faridatun Nasikhah Lalu Rizki Prasetya Marcella, Rizka Mardiyani, Siti Asmaniah Marsanda, Marsanda Matyani, Matyani Maula, Lia Rohmatul Maulidina Laelatul Luqma Mayangsari, Salvita Mei Santi, Mei Meirina, Meirina Millah, Rifadhatul Mintyastuti, Dyah Sri Misna Ariani Miswaty Miswaty Moorcy, Nadi Hermadi Muhammad Sri Wahyudi Suliswanto Munawaroh - Muntaza, Farah Isnani Mursyidah, Tiara Muslimin, Huda Mulya Mustika, Maya Nadi Hernadi Moorcy Nadya Septian Monica Nawazirul Lubis Nikmatul Khoiriyah Novi Primita Sari Novianti, Putri Ramadya Nur Rahmadani Nuraeni, Ati Nurlia Nurlia Patodo, Geifrila Elizabeth A Pramesti, Shinta Priamay Sella, Ega PURWO ATMOJO Putra, Geovany Ilyas Putra, Vicy Wahyu Putri, Amalia Elena Radhwa, Saminah Ummu Rahajeng Cahyaning Putri Cipto Ridhansyah, Alfi Rindawati Rinto, Muhamd Risnawati Risnawati Safitri, Neva Salsabilla Nurul Izha Sari Listyorini Sari, Dika Karlinda Satriawaty Migang Setyo Wahyu Sulistyono Silvia, Adelia Siti Asmaniyah Mardiyani Sri Budi Cantika Yuli Sri Utami Sudjinan, Sudjinan Sugiyo Sugiyo, Sugiyo SUKARMIN Sunita, Anna surtiati, Eti Syahamah, Aisyah Syamsul Hadi Tamzil Yusuf Tamzil Yusuf Thoyalisy, Rojabi TITIS SURYA MAHA RIANTI Tri Rahardjo Sutardi Triana Sari, Desi tutik yuliani Tutik Yuliani, Tutik Umi Kasanah Umi Khulsum Viarum, Arthanti Vicy Wahyu Putra Welang, Nehemya Gienah Rabecca Widiyasari, Defi Winda Lestari Wiwik Saraswati, Wiwik Yanzil Azizil Yudaruddin Yulina Ismiyanti, Yulina Yunan Syaifullah, Yunan Ziad Nazila Hakil Udhma