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All Journal SEIKO : Journal of Management & Business CIVITAS: Jurnal Studi Manajemen Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Manajemen, Ekonomi, Keuangan dan Akuntansi EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Ekonomi Bisnis Manajemen Prima Insight Management Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Jurnal Pengabdian Masyarakat Inovasi Jurnal Economica: Media Komunikasi ISEI Riau Journal of Accounting and Finance Management (JAFM) Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Jurnal Pengabdian Kompetitif Journal of Management and Economics Research
Riandani Rezki Prana
Sekolah Tinggi Ilmu Manajemen Sukma
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Pengaruh Ulasan Online dan Rating Produk terhadap Keputusan Pembelian Konsumen pada Platfrom Shopee Beby Alqarana Putri; Riandani Rezki Prana
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 4 No. 5 (2026): September: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v4i5.2679

Abstract

The development of digital commerce and the high competition in the e-commerce market encourage consumers to be more selective in making purchase decisions to minimize transaction uncertainty. Therefore, this study aims to analyze the influence of online reviews on consumer purchase decisions on the Shopee platform, analyze the influence of product ratings on consumer purchase decisions on the Shopee platform, and analyze the simultaneous influence of online reviews and product ratings on consumer purchase decisions on the Shopee platform. The research method used is a quantitative approach with primary and secondary data. Data collection was conducted through an online questionnaire administered to Shopee application users in Indonesia. The sampling technique utilized purposive sampling with criteria including active consumers who pay attention to product reviews and ratings and have made transactions. The research instrument was tested using validity and reliability tests. The data were processed using multiple linear regression analysis and classic assumption tests, which included normality, multicollinearity, and heteroscedasticity tests. The results of the study show that online reviews independently have a positive and significant effect on consumer purchase decisions. The narratives of previous buyers' experiences along with visual evidence serve as the main drivers that reinforce the act of purchasing. Product ratings are also proven to independently have a positive and significant effect on consumer purchase decisions, where the accumulation of star scores functions as an efficient initial filter for store reputation. Simultaneously, online reviews and product ratings significantly influence consumer purchase decisions on the Shopee platform. The combination of qualitative information from reviews and quantitative information from ratings creates a synergy within the digital reputation ecosystem that is dominant in determining purchase decisions.
Co-Authors Ahmad Albar Tanjung Alya Wardani Ayi Nurfajryah Azizah Mutiara Balqis Nabilah Ramadhani Beby Alqarana Putri Budiarto, Sigit Chairunisa Yusni Simatupang Dedek Prayoga Denis Asmola Surbakti Denny, A Denny, Agustinus Dessy Puspita Sari S Desy Irana Dewi Lubis Dewi Murni Kumalasar Dewi Shinta Wulandari Lubis Dini Indriani, Dini Fitri Puspita Sari Halimah Al Zaqi Sembiring Husni Mubarak Intan Wulandari Juli Meliza Kartika Sari Lubis Muliyani Muliyani Parjo Sihite Ria Natalia Tamba Sahral Hidayat Salmon Situmoran Sari saris Sasnita Simbolon Siti Zahara Sri Yuni Bintang Tri Utari Ismayuni Wardani, Alya Wiwin Safitri Nasution