Pengaruh Online Customer Review dan Rating terhadap Minat Beli Produk pada Layanan Aplikasi Shopee (Studi pada Pengguna Aplikasi Shopee di Kota Medan)

Abstract

When shopping online, consumers often find it difficult to assess whether the product is what they want or so that it affects consumer buying interest. Therefore, consumers try to obtain information through reviews and ratings on various online platforms including the Shopee e-marketplace. This study aims to determine the effect of online customer reviews and ratings on product purchase intention on the Shopee application service, a survey of Shopee application users in Medan City. The effect between online customer reviews and ratings will be analyzed partially and simultaneously on product purchase intention on the Shopee application service study on Shopee application users in Medan City. The form of research used in this research is quantitative research with an associative approach. The population in this study were all Shopee application users in Medan City. The number of samples in this study was 96 respondents with sampling techniques using purposive sampling. The primary data used in this study were obtained by distributing questionnaires directly while secondary data were obtained through literature studies. The data analysis methods used are instrument tests, classical assumption tests, multiple linear regression analyses, and hypothesis testing. The results showed that online customer reviews and ratings have a positive and significant effect both partially and simultaneously on product purchase intention in the Shopee application service study on Shopee application users in Medan City. The correlation coefficient (R) value is 0.928, which means that there is a relationship between the variables online customer review (X1) and rating (X2) on consumer purchase interest (Y) of 92.8% so that the relationship between these variables can be categorized as very close. And the adjusted r square value of 0.858 or the coefficient of determination shows that the online customer review (X1) and rating (X2) variables on consumer purchase interest (Y) are 85.5%. In comparison, the remaining 14.5% is influenced by other factors outside this research model.