The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions via the Shopee Marketplace among Management Study Program Students Feb Panca Bhakti University Pontianak

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Published: Dec 5, 2024
Keywords:
Online Customer Review Online Customer Rating purchasing decisions

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Gloria
Universitas Panca Bhakti
Naiyun
Universitas Panca Bhakti

Abstract

This research aims to find out how much influence online customer reviews and online customer ratings have on purchasing decisions via the Shopee marketplace among FEB Management Study Program students, Panca Bhakti University, Pontianak. This research uses quantitative methods, with a population of management study program students from Panca Bhakti University, Pontianak who carry out online transactions on the Shopee marketplace and a sample of 130 respondents using purposive sampling. The test tools used are Validity, Reliability, Normality, Heteroscedasticity, Multicollinearity, coefficient of determination (Adjusted R), t test, and F test. The analysis technique uses multiple linear regression analysis, supported by statistical tests, using the SPSS version 23 program. Based The results of multiple linear regression analysis obtained a sig of Online Customer Review 0.000 < 0.05 and Online Customer Rating 0.000 < 0.05, meaning that Online Customer Review partially influences purchasing decisions, and Online Customer Rating partially influences purchasing decisions.

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How to Cite
Anggelina Liberty, G., & Untung Utama, N. (2024). The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions via the Shopee Marketplace among Management Study Program Students Feb Panca Bhakti University Pontianak. Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 10(2), 75–85. Retrieved from https://jurnal.upb.ac.id/index.php/equalibrium/article/view/509
Issue
Vol. 10 No. 2 (2024): Vol 10 No 2 (2024): Jurnal Equilibrium Manajemen (JEM)
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Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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