Pengaruh Online Custemer Review Dan Rating Terhadap Keputusan Pembelian Produk Hijab Umamam Pada Marketplace Shopee (Studi Kasus Masyarakat Kp. Rumbia Rt 001/Rw 003 Desa Karang Patri)

Pangseti, Salamah Puji
Ramdayani, Rani

Jurnal Mirai Management
Vol 9, No 2 (2024)

This study aims to determine the Influence of Online Customer Review and Rating on the Purchase Decision of Umama Hijab Products on the Shopee Marketplace. This study uses a quantitative method. The population in the study was 135 and the sample was 101 respondents. The data collection technique used in this study used a questionnaire and observation which were tested for Validity and Reliability. The data analysis technique for this study used the Classical Assumption Test, Multiple Linear Regression, Hypothesis Testing (t-Test and f-Test) and the Coefficient of Determination. Based on the results of this study, it shows that Online Customer Review has a positive and significant influence on the Purchase Decision of Umama Hijab Products on the Shopee Marketplace, partially Rating has a positive and significant influence on the Purchase Decision of Umama Hijab Products on the Shopee Marketplace, simultaneously Online Customer Review and Rating have a positive and significant influence on the Purchase Decision of Umama Hijab Products on the Shopee Marketplace. The Determination Coefficient value of 70.5% shows the contribution of Online Customer Review and Rating to the purchase decision of Umama Hijab Products on the Shopee Marketplace and the remaining 29.5%.