The Effect Of Online Customer Reviews And Ratings On Consumer Purchase Decisions On Shopee E-Commerce

Ona Lisa; Silvia; Shafratul Husna; Dara Sabena; Iskandar

doi:10.61992/jiem.v8i1.200

Ona Lisa Universitas Islam Kebangsaan Indonesia
Silvia Universitas Islam Kebangsaan Indonesia
Shafratul Husna Universitas Islam Kebangsaan Indonesia
Dara Sabena Universitas Islam Kebangsaan Indonesia
Iskandar Universitas Islam Kebangsaan Indonesia

DOI: https://doi.org/10.61992/jiem.v8i1.200

Keywords: Online Customer Review, Online Customer Rating, Consumer Purchasing Decision.

Abstract

This study aims to determine the influence of online customer reviews and online customer ratings on consumer purchasing decisions on Shopee e-commerce. The research uses a quantitative approach with purposive sampling technique involving 110 respondents in Bireuen Regency. Data were collected using questionnaires and analyzed using multiple linear regression. The results indicate that online customer reviews have a positive and significant effect on purchasing decisions, as evidenced by the t-value of 5.863 > 1.982 and a significance level of 0.000 < 0.05. Similarly, online customer ratings also significantly influence purchasing decisions with a t-value of 2.248 > 1.982 and a significance level of 0.027 < 0.05. Simultaneously, both variables have a significant effect on consumer purchasing decisions, indicated by the F-value of 64.235 > 3.08. These findings show that online customer reviews and ratings play an essential role in shaping consumer trust and purchasing decisions on Shopee.

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