Pengaruh Online Customer Review dan  Online Customer Rating Terhadap Keputusan Pembelian Micellar Water Garnier pada Marketplace Shopee : Survei pada Konsumen Micellar Water Garnier di Kota Tasikmalaya

Alda Meila Tarisha; Kusuma Agdhi Rahwana; Ai Kusmiati Asyiah

doi:10.54066/jmbe-itb.v3i1.2630

Authors

Alda Meila Tarisha Universitas Perjuangan
Kusuma Agdhi Rahwana Universitas Perjuangan
Ai Kusmiati Asyiah Universitas Perjuangan

DOI:

https://doi.org/10.54066/jmbe-itb.v3i1.2630

Keywords:

Customer, Review, Online

Abstract

The aim of this research is to determine and analyze the influence of online customer reviews, online customer ratings and purchasing decisions for micellar water garnier products on the Shopee marketplace in Tasikmalaya City. The research method used is quantitative with a causality method and a survey approach, data obtained through distributing questionnaires to 100 respondents. Sampling used non-probability, precisely using purposive sampling and the analysis method used was multiple linear regression. The test results show that simultaneously online customer reviews and online customer ratings have a significant effect on purchasing decisions. Online customer reviews partially have a significant effect on purchasing decisions and online customer ratings have a significant effect on purchasing decisions.

References

Ardhianti, D., & Kusuma, P. J. (2023). Pengaruh Harga Produk, Kualitas Produk, Gaya Hidup Terhadap Minat Beli Ulang (Body Scrub Scarlett Di Aplikasi Shopee). Jurnal Maneksi, 12(4), 950–962. https://doi.org/10.31959/jm.v12i4.2026

Ardianti, A. N., & Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee (Studi pada Mahasiswa Aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis, 8(2), 1–11. https://doi.org/https://doi.org/10.14710/jiab.2019.23656

Banjarmahor, Rumondang, & Asti. (2021). Manajemen Komunikasi Pemasaran. Kita Menulis.

Firmansyah, A. (2019). Perilaku Konsumen Sikap dan Pemasaran.

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.

Hoyer, Macinnis, & Pieters. (2021). Consumer Behavior. Cengage.

Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Unitomo Press.

Komariyah, D. I. (2022). Pengaruh Online Customer Review dan Rating Terhadap Minat Pembelian Online Shopee (Studi Kasus Pada Santri Putri Pondok Pesantren Salafiyah Syafi’yah Seblak Jombang). BIMA: Journal of Business and Innovation Management, 4(2), 343-358. https://ejournal.feunhasy.ac.id/bima

Sawlani, D. K. (2021). Keputusan Pembelian Online.

Tantrabundit, P., & Jamrozy, U. (2018). Influence Of Online Review and Rating System Towards Consumer Preferences in Hospitally Sector. Journal of Business Diversity, 18(4), 85–100. https://articlegateway.com/index.php/JBD/article/view/248/216