Pengaruh Online Customer Review, Online Customer Rating dan Online Promotion Terhadap Keputusan Pembelian Online Di Shopee

Abstract

Penggunaan internet telah berubah pesat diikuti dengan perubahan perilaku masyarakat dalam transaksi jual beli. Transaksi yang biasanya terjadi secara langsung di pasar dan toko kini bergeser ke platform-plaftorm online. Penelitian ini bertujuan untuk menguji pengaruh online customer review, online customer rating dan online promotion terhadap keputusan pembelian di Shopee. Metode yang digunakan dalam penelitian ini yakni metode kuantitatif dan populasi yang digunakan adalah yang konsumen pernah berbelanja online di Shopee. Sejumlah 137 responden digunakan dalam penelitian ini dengan teknik sampel purposive sample. Data tersebut didapat dari kuesioner yang disebar secara online dengan menggunakan skala likert. Data yang diperoleh akan dianalisa menggunakan alat analisa SPSS. Hasil penelitian menunjukkan bahwa online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee, online customer rating berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee dan online promotion berpengaruh positif dan signifikan terhadap keputusan pembelian di Shopee. Hasil uji F menunjukkan bahwa online customer review, online customer rating dan online promotion secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian di Shopee.     The use of the internet has changed rapidly followed by changes in people's behavior in buying and selling transactions. Transactions that usually occur directly in markets and shops are now shifting to online platforms. This research aims to examine the effect of online customer reviews, online customer ratings and online promotions on purchasing decisions at Shopee. The method used in this research is quantitative method and the population used is consumers who have shopped online at Shopee. A total of 137 respondents were used in this study with a purposive sample technique. The data was obtained from a questionnaire distributed online using a Likert scale. The data obtained will be analyzed using the SPSS. The results of this study indicate that online customer review has a negative or insignificant effect on purchasing decisions at Shopee, online customer rating has a positive and significant effect on purchasing decisions at Shopee and online promotion has a positive and significant effect on purchasing decisions at Shopee. Then the results of the F test show that online customer review, online customer rating and online promotion simultaneously have a significant effect on purchasing decisions at Shopee.