Febri Holong Marito Situmorang, Andri Nofiar. Am

Analisis Pengaruh Reputasi Toko terhadap Keputusan Pembelian pada Toko Glad2glow di Marketplace Shopee (Studi Kasus pada Masyarakat di Kecamatan Bengkalis)

Introduction

Analisis pengaruh reputasi toko terhadap keputusan pembelian pada toko glad2glow di marketplace shopee (studi kasus pada masyarakat di kecamatan bengkalis). Analisis pengaruh reputasi toko Glad2glow di Shopee terhadap keputusan pembelian konsumen di Kecamatan Bengkalis. Studi kasus kuantitatif ini menunjukkan dampak signifikan.

Abstract

This study aims to analyze the effect of store reputation on consumer purchasing decisions on the Shopee e-commerce platform, with a case study of the people of Bengkalis District. This research employed a quantitative approach with an associative research design. The sample consisted of 100 respondents selected using the Lemeshow formula and purposive sampling technique. Data were collected through questionnaires measured using a Likert scale and analyzed using validity and reliability tests, classical assumption tests, and simple linear regression analysis with the assistance of IBM SPSS Statistics. The results indicate that store reputation has a positive and significant effect on consumer purchasing decisions, as evidenced by a t-value of 3.798 and a significance level of 0.000. The coefficient of determination analysis shows an R² value of 0.128, indicating that store reputation explains 12.8% of the variation in consumer purchasing decisions, while the remaining 87.2% is influenced by other factors outside the research model. This study concludes that store reputation is an important factor in building consumer trust and encouraging purchasing decisions, particularly among the people of Bengkalis who are increasingly active in using e-commerce platforms.

Review

This study effectively addresses a pertinent topic within consumer behavior and e-commerce, investigating the influence of store reputation on purchasing decisions on the Shopee platform among the community in Bengkalis District. The research question is clearly articulated, and the chosen quantitative, associative design with a sample of 100 respondents using purposive sampling is appropriate for exploring this relationship. The methodology, including data collection via Likert-scaled questionnaires and analysis through validity, reliability, classical assumption tests, and simple linear regression using IBM SPSS, demonstrates a sound approach to data handling and statistical inference. The abstract clearly presents a key finding: store reputation significantly and positively affects purchasing decisions, supported by a robust t-value and a high level of statistical significance. The finding that store reputation positively and significantly influences purchasing decisions is a valuable contribution, underscoring its importance in the e-commerce landscape, particularly for the Bengkalis community. However, a critical point for discussion lies in the coefficient of determination (R²), which stands at 0.128. While statistical significance is achieved, this R² value indicates that store reputation explains only 12.8% of the variation in consumer purchasing decisions. This suggests that a substantial 87.2% of the variance is attributable to other factors not included in this model. While the study correctly identifies this as a limitation, its implications are significant, indicating that while reputation matters, its isolated explanatory power is relatively modest within this specific context. The case study approach, focusing solely on Bengkalis District and a single platform, also inherently limits the generalizability of these findings. Given the relatively low R² value, a primary recommendation for future research would be to expand the model by incorporating additional independent variables that might explain a larger proportion of consumer purchasing decisions. Factors such as price, product quality, promotions, shipping costs, customer service, and peer reviews are often highly influential in online purchasing and could significantly enrich the analysis. Furthermore, conducting comparative studies across different districts or e-commerce platforms, or employing a mixed-methods approach to delve deeper into the underlying psychological and social factors, could provide a more comprehensive understanding. Despite the identified limitations, this study serves as a foundational step, highlighting the role of store reputation and setting the stage for more expansive and nuanced investigations into consumer behavior in e-commerce.

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