Pengaruh Online Customer Review dan Online Costumer Rating Produk terhadap Keputusan Pembelian Pengguna Marketplace Shopee (Studi Kasus Pengguna Shopee di Desa Munjul)
DOI:
https://doi.org/10.59188/jurnalsostech.v6i4.32789Keywords:
online customer review, online customer rating, keputusan pembelian, ShopeeAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh online customer review dan online customer rating produk terhadap keputusan pembelian pengguna marketplace Shopee di Desa Munjul. Perkembangan e-commerce yang semakin pesat membuat konsumen tidak dapat melihat produk secara langsung, sehingga ulasan dan penilaian dari konsumen lain menjadi sumber informasi penting dalam proses pengambilan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden masyarakat Desa Munjul yang pernah melakukan pembelian melalui Shopee dalam enam bulan terakhir. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan dengan uji validitas, uji reliabilitas, dan analisis regresi linier berganda menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial online customer review dan online customer rating berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian pengguna Shopee di Desa Munjul. Dengan demikian, dapat disimpulkan bahwa ulasan dan penilaian produk secara online memiliki peran penting dalam membentuk keputusan pembelian konsumen, termasuk di wilayah pedesaan.
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