PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA

Value : Jurnal Manajemen dan Akuntansi Pub Date : 2023-08-19 DOI:10.32534/jv.v18i2.4275

Winda Ayu Sugiarto, Rifki Hanif

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Abstract

Online Customer Reviews and Online Customer Ratings are very valuable features for consumers to obtain information for consideration in deciding to purchase online. This study aims to analyze the influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions on the Lazada E-commerce platform. This research was conducted using quantitative methods and associative approaches. The population in the study were 143 management students at the Asia Institute of Malang and the research sample was obtained using a purposive sampling technique with a total of 107 people. Data was collected through a survey using a questionnaire to students who made purchases through Lazada. The collected data were analyzed using multiple linear regression analysis to examine the relationship between Online Customer Reviews, Online Customer Ratings, and Purchase Decisions. The results of data analysis show that Online Customer Reviews have a positive and significant influence on Purchasing Decisions. Likewise, Online Customer Rating also has a positive and significant influence on Purchase Decision. In addition, the results of the F test show that simultaneously, Online Customer Reviews and Online Customer Ratings together influence Purchase Decisions Keywords: Reviews, Ratings, Purchasing Decisions

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在线客户评论和在线客户评级是消费者在决定在线购买时获取信息的非常有价值的功能。本研究旨在分析在线顾客评论和在线顾客评分对Lazada电子商务平台购买决策的影响。本研究采用定量方法和联想方法进行。研究人群为玛琅亚洲学院管理学专业143名学生，研究样本采用有目的抽样技术，共107人。数据是通过对通过Lazada购物的学生进行问卷调查收集的。收集的数据使用多元线性回归分析来检验在线客户评论、在线客户评级和购买决策之间的关系。数据分析的结果表明，在线顾客评论对购买决策有积极而显著的影响。同样，在线顾客评价对购买决策也有显著的正向影响。此外，F检验的结果表明，在线顾客评论和在线顾客评分同时共同影响购买决策。关键词:评论，评分，购买决策

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Value : Jurnal Manajemen dan Akuntansi

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