Pengaruh Online Consumer Review dan Rating terhadap Purchase Intention Produk Serum Somethinc pada Marketplace Shopee di Jabodetabek

Abstract

Peningkatan jumlah pengguna internet menciptakan banyak peluang bagi para pengusaha, sehingga mengakibatkan peningkatan jumlah e-commerce dan marketplace di Indonesia. Shopee adalah salah satu marketplace Indonesia yang menawarkan fitur online consumer review dan rating di platform. Tujuan penelitian ini menganalisis pengaruh online consumer review dan rating terhadap purchase intention produk serum Somethinc pada marketplace Shopee. Jenis penelitian ini adalah penelitian kuantitatif dengan teknik pengambilan sampel purposive sampling. Data penelitian dikumpulkan pada bulan April – Mei 2023 melalui kuesioner dari 150 responden di Jabodetabek sebagai data primer dan melalui studi literatur dari buku, jurnal, dan artikel terkait sebagai data sekunder. Penelitian ini menggunakan metode analisis deskriptif dan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan variabel online consumer review dan rating berpengaruh signifikan dan positif terhadap purchase intention produk serum Somethinc dengan variabel rating memiliki pengaruh lebih dominan.

The increase in the number of internet users creates many opportunities for entrepreneurs, resulting in an increase in the number of e-commerce sites and marketplaces in Indonesia. Shopee is one of the Indonesian marketplaces that offers online consumer review and rating features on its platform. The purpose of this study was to analyze the effect of online consumer review and rating on purchase intention of Somethinc serum products on Shopee marketplace. This type of research is quantitative research with purposive sampling technique. The research data was collected in April - May 2023 through questionnaires from 150 respondents in Jabodetabek as primary data and through literature studies from books, journals, and related articles as secondary data. This research uses the descriptive analysis method and Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that the online consumer review and rating variables had a significant and positive effect on the purchase intention of Somethinc serum products with the rating variable having a more dominant influence.