Pengaruh Online Customer Review dan Online Customer Rating Produk terhadap Keputusan Pembelian Pengguna Marketplace Shopee (Studi Kasus Pengguna Shopee di Desa Munjul)

Abstrak

The rapid development of digital technology has changed the way consumers make purchasing decisions, especially in e-commerce. This study aims to examine the effect of online customer reviews and online customer ratings on purchasing decisions of Shopee users in Munjul Village. The method used is a quantitative approach with a survey technique involving 100 respondents who have shopped on Shopee. The data were analyzed using multiple linear regression. The findings indicate that both online customer reviews and online customer ratings significantly influence purchasing decisions. Online customer reviews have a higher beta coefficient, showing a greater influence compared to ratings. These results emphasize the importance of managing customer feedback and building trustworthy digital platforms to support rural consumer behavior. This study contributes to understanding the dynamics of e-commerce decision-making processes in rural areas.