PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE

(Studi Kasus Mahasiswa STIE CENDEKIA Bojonegoro angkatan 2017)

Authors

  • Febriana Eka Dewi Sekolah Tinggi Ilmu Ekonomi Cendekia Bojonegoro
  • Ari Kuntardina Sekolah Tinggi Ilmu Ekonomi Cendekia Bojonegoro
  • Eka Adiputra Sekolah Tinggi Ilmu Ekonomi Cendekia Bojonegoro

Keywords:

E-Commerce, Online Customer Review, Rating, Purchase Decisions

Abstract

This study aims to determine how the influence of online customer reviews and ratings on purchasing decisions through the shopee marketplace. This research is a type of quantitative research. The population used was STIE CendekiaBojonegorostudents class of 2017 who had done online shopping at the shopee marketplace, totaling 52 respondents from a total of 130 students of class 2017. Data were obtained through online questionnaires. The number of samples used was 52 for the entire population.The sampling technique used is a saturated sampling technique. Data analysis techniques in this study are instrument test, classical assumption test, hypothesis test, multiple linear regression test.The results showed that the Online Customer Review and Rating variables simultaneously had a significant effect on online purchasing decisions. Partially, the Online Customer Review variable has no partial effect, while the Rating variable has a partially significant effect

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Published

2022-08-29

How to Cite

Eka Dewi, F., Kuntardina, A., & Adiputra, E. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE: (Studi Kasus Mahasiswa STIE CENDEKIA Bojonegoro angkatan 2017). JEMB - Jurnal Ekonomi, Manajemen, Dan Bisnis, 1(2), 90–99. Retrieved from https://jurnalilmiah.stiekia.ac.id/index.php/JEMB/article/view/18

Issue

Vol. 1 No. 2 (2022): JEMB - Jurnal Ekonomi, Manajemen, dan Bisnis (Juli-Desember 2022)

Section

Jurnal JEMB

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