PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK HANASUI DI SHOPEE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ASAHAN - Zalvia Azharawanni; Zulfa Khairina Batubara (Smart Education, 2026)
Abstract: This study aims to determine the simultaneous and partial influence of Online Customer Review, Online Customer Rating and Consumer Trust on Purchase Decisions of Hanasui Products on Shopee among Students of the Faculty of Economics, Asahan University. The type of research used is quantitative research with causal associative properties. Data analysis uses multiple linear regression, while sample determination uses a non-probability sampling method with the Cochran approach totaling 100 respondents. The data collection technique was carried out by distributing questionnaires to students of the Faculty of Economics, Asahan University who had purchased Hanasui products on Shopee. Validity and reliability tests were carried out to ensure the research instrument was suitable for use. The results of the study indicate that simultaneously Online Customer Review, Online Customer Rating and Consumer Trust have a significant effect on Purchase Decisions of Hanasui Products on Shopee among Students of the Faculty of Economics, Asahan University. Partially, Online Customer Review has a positive and significant effect on Purchase Decisions, Online Customer Rating has a positive and significant effect on Purchase Decisions, and Consumer Trust also has a positive and significant effect on Purchase Decisions. The Consumer Trust variable is the most dominant variable in influencing Purchase Decisions because consumers tend to consider the sense of security and confidence in the product and seller before making online transactions. Based on the coefficient of determination (R²), it is known that online customer reviews, online customer ratings, and consumer trust are able to explain variations in purchasing decisions, while the remaining factors are influenced by other factors outside this study. This research is expected to contribute to the development of marketing management science, particularly in the fields of consumer behavior and digital marketing. Keywords: Online Customer Reviews, Online Customer Ratings, Consumer Trust, Purchasing Decisions. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial Online Customer Review, Online Customer Rating dan Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Hanasui di Shopee pada Mahasiswa Fakultas Ekonomi Universitas Asahan. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan sifat asosiatif kausal. Analisis data menggunakan regresi linear berganda, sedangkan penentuan sampel menggunakan metode non-probability sampling dengan pendekatan Cochran yang berjumlah 100 responden. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada mahasiswa Fakultas Ekonomi Universitas Asahan yang pernah membeli produk Hanasui di Shopee. Uji validitas dan reliabilitas dilakukan untuk memastikan instrumen penelitian layak digunakan. Hasil penelitian menunjukkan bahwa secara simultan Online Customer Review, Online Customer Rating dan Kepercayaan Konsumen berpengaruh signifikan terhadap Keputusan Pembelian Produk Hanasui di Shopee pada Mahasiswa Fakultas Ekonomi Universitas Asahan. Secara parsial, Online Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Online Customer Rating berpengaruh positif dan signifikan terhadap Keputusan Pembelian, serta Kepercayaan Konsumen juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Variabel Kepercayaan Konsumen menjadi variabel yang paling dominan dalam memengaruhi Keputusan Pembelian karena konsumen cenderung lebih mempertimbangkan rasa aman dan keyakinan terhadap produk serta penjual sebelum melakukan transaksi secara online. Berdasarkan hasil koefisien determinasi (R²), diketahui bahwa Online Customer Review, Online Customer Rating dan Kepercayaan Konsumen mampu menjelaskan variasi Keputusan Pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan ilmu manajemen pemasaran, khususnya pada bidang perilaku konsumen dan pemasaran digital. Kata Kunci: Online Customer Review, Online Customer Rating, Kepercayaan Konsumen, Keputusan Pembelian.