Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee di Kecamatan Ende Tengah

Abstract

This study aims to determine the effect of online customer reviews and online customer ratings—both partially and simultaneously—on online purchasing decisions on the Shopee marketplace among residents of the Ende Tengah subdistrict. This study employs a quantitative approach using a non-probability sampling technique. A sample of 96 respondents was determined using the Lemeshow formula and selected through purposive sampling—specifically, Generation Z individuals aged 15–29 who actively use TikTok Shop—with proportional allocation across four subdistricts. Data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that online customer reviews and online customer ratings each have a positive and significant effect on purchasing decisions, with partial coefficients of determination of 44.5% and 37.3%, respectively. Simultaneously, both variables had a significant effect on purchasing decisions (calculated F = 49.412; p = 0.000) and explained 50.5% of the variation in purchasing decisions. These findings suggest that product reviews from previous customers and numerical and star ratings of stores by customers need to be combined to encourage online purchasing decisions among the public.