Pengaruh Online Customer Rating dan Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee
Keywords:
Online Customer Rating, Online Customer Review, Purchase DecisionAbstract
This study aims to determine partially that there is a positive and significant influence between online customer ratings on purchasing decisions, to determine partially that there is a positive and significant effect between online customer reviews on purchasing decisions and to determine a simultaneous positive and significant effect between online customer rating and online customer review of purchasing decisions on the Shopee marketplace. This study uses data analysis methods, namely multiple linear regression, coefficient of determination, t test and f test. The results of the calculation are y = 0.660 + 0.300 X1 + 0.830 X2 + e meaning that if the online customer rating and online customer review are 0, then the purchase decision is 0.660. The Adjusted R Square coefficient of determination is 0.478 indicating that the purchase decision is 47, 8% is influenced by online customer ratings and online customer reviews and the remaining 52.2% is influenced by other factors not examined, namely promotion, service and price. The t test has a significant value of 0.012 <0.05 and tcount is greater than ttable (2.544 > 1.657) then H1, namely that partially there is a positive and significant influence between online customer ratings on purchasing decisions at the Shopee marketplace is accepted and Ho is rejected. The online customer review variable has a significant value of 0.000 <0.05 and tcount is greater than ttable (6.992 > 1.657) then H2, namely partially there is a positive and significant influence between online customer reviews on purchasing decisions at the Shopee marketplace is accepted and Ho is rejected. The F test obtained Fcount is greater than Ftable (59.501> 3.07) the significance level is 0.000 <0.05, then H3, namely simultaneously there is a positive and significant influence between online customer ratings and online customer reviews on purchasing decisions at the Shopee marketplace are accepted and Ho is rejected.
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