Pengaruh Rating dan Online Customer Review Terhadap Keputusan Pembelian di E-commerce Shopee

Abstract

Kemajuan teknologi informasi menimbulkan adanya E-commerce yang membuat aktivitas belanja menjadi semakin mudah. Berdasarkan jumlah pengunjung bulanan situs E-commerce pada kuartal IV 2020, Shopee merupakan E-commerce yang paling banyak dikunjungi oleh pengguna internet. Penelitian ini bertujuan menganalisis pengaruh rating dan online customer review terhadap keputusan pembelian di E-commerce Shopee. Sumber data menggunakan data primer yang diperoleh berdasarkan hasil pengisian kuesioner oleh responden dan data sekunder yang diperoleh melalui literasi jurnal ilmiah, buku, dan sumber bacaan lainnya. Penelitian ini dilaksanakan pada bulan juni 2022. Responden pada penelitian ini adalah mahasiswa Institut Pertanian Bogor. Teknik data yang digunakan yaitu uji validitas dan uji reliabilitas dengan metode pengolahan data yang digunakan yaitu analisis deskriptif dan SEM-PLS. Hasil penelitian menjelaskan bahwa Variabel rating berpengaruh secara positif dan signifikan terhadap variabel keputusan pembelian dan variabel customer online review berpengaruh secara positif dan signifikan terhadap keputusan pembelian.

Advances in information technology have given rise to E-commerce which makes shopping activities easier. Based on the number of monthly visitors to E-commerce sites in the fourth quarter of 2020, Shopee is the most visited E-commerce by internet users. This study aims to analyze the effect of ratings and online customer reviews on purchasing decisions at E-commerce Shopee. Data sources use primary data obtained based on the results of filling out questionnaires by respondents and secondary data obtained through literacy in scientific journals, books and other reading sources. This research was conducted in June 2022. Respondents in this study were students of the Bogor Agricultural University. The data technique used is the validity test and reliability test with the data processing method used is descriptive analysis and SEM-PLS. The results of the study explain that the rating variable has a positive and significant effect on the purchasing decision variable and the online customer review variable has a positive and significant effect on the purchasing decision. Keywords: E-commerce, Online Customer Review, Rating, Purchase Decision, SEM-PLS