Pengaruh online customer review dan online customer rating terhadap keputusan pembelian
DOI:
https://doi.org/10.32670/fairvalue.v4i8.1474Keywords:
Online Customer Reviews, Online Customer Ratings, Purchase DecisionsAbstract
One of the major e-commerce sites in Indonesia, namely Shopee. Before consumers buy
products online, they first look for information related to these products to reduce
uncertainty and risk. This information can be obtained by looking at the reviews and
ratings that other consumers have given to the product. The data collection technique in
this study is a communication technique using a questionnaire via Google Form which is
distributed to 150 consumer respondents who are domiciled in North Jakarta. The results
of this study are proven that online customer reviews have a positive effect on purchasing
decisions on e-commerce Shopee in North Jakarta and online customer ratings have a
positive effect on purchasing decisions on e-commerce Shopee in North Jakarta. The
conclusion of this study is that all existing hypotheses have been shown to have a positive
effect. The author suggests that Shopee must provide the best quality of service and
products and evaluate by looking at the reviews and ratings that consumers provide.
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