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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Sharen Octavia
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The THE EFFECT OF PRODUCT REVIEWS AND RATINGS ON CONSUMER PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE: THE EFFECT OF PRODUCT REVIEWS AND RATINGS ON CONSUMER PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE Sharen Octavia; Neviyani; Shendy Andrie Wijaya
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 03 (2025): Volume 10 No. 03 September 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i03.31599

Abstract

This study investigates the influence of product reviews and ratings on consumer purchasing decisions on the Shopee platform in Jember. Using a quantitative approach, an online survey was conducted on 100 randomly selected partisipants, and the data was analyzed using multiple linear regression through SPSS. The analysis results indicate that product reviews have a positive and significant influence on purchasing decisions (β = 0.361; p < 0.01), while ratings have a greater influence (β = 0.613; p < 0.01). The F-test indicates that both variables simultaneously influence purchasing decisions (F = 85.885; p < 0.001), with an Adjusted R² of 0.632, meaning that 63.2% of the variation in purchasing decisions can be explained by reviews and ratings. These findings suggest that sellers should focus on improving product and service quality and optimizing the review system to enhance online reputation and consumer shopping experience. Keywords: Product Reviews, Ratings, Purchase Decisions, Marketplace, Shopee
Co-Authors Neviyani Shendy Andrie Wijaya