Pengaruh Online Customer Review dan Perceived Risk terhadap Keputusan Pembelian (Studi pada Konsumen Sociolla Kota Medan)

Abstract

Currently, beauty care has a large sales growth, but in 2022, the number of monthly web visits on Sociolla decreased. This shows that there is a decrease in consumer interest in shopping online at Sociolla. This decline can be caused by increased consumer risk perception in making online purchases. High perceived risk can make consumers reluctant to make purchases. Likewise with online customer reviews, the more positive the reviews are, the more consumer confidence in a product will increase, so that it can increase purchases, and vice versa. This study aims to determine the effect of online customer reviews and perceived risk on purchasing decisions for Sociolla consumers in Medan city. The influence between online customer review and perceived risk will be analyzed partially and simultaneously on purchasing decisions. The form of research used is quantitative with an associative approach. The population in this study were users of the Sociolla application in Medan City. With a sample of 96 respondents, the sample approach used in this study was non-probability sampling in the form of purposive sampling. Primary data obtained through direct questionnaire distribution and secondary data obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed through SPSS Version 26 software. The results of this study indicate that online customer reviews have a significant positive effect on purchasing decisions, obtained a tcount value of 4.478> 1.985 with a sig value of 0.000 <0.05 and has a regression coefficient value of 0.467. Perceived risk also has a significant positive effect on purchasing decisions, obtained a tcount value of 2.049> 1.985 with a sig value of 0.043 <0.05 and has a regression coefficient value of 0.134. In simultaneous testing, the discount and consumer confidence variables have a simultaneous effect with a level of influence of 21.3%, while the remaining 78.7% is influenced by factors outside this study.