Dhila Nur Aprilianti, Ilham Abu, Riyo Riyadi

PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE (STUDI PADA MAHASISWA AKTIF PENDIDIKAN EKONOMI UNIVERSITAS MULAWARMAN)

Introduction

Pengaruh online customer review terhadap keputusan pembelian di marketplace shopee (studi pada mahasiswa aktif pendidikan ekonomi universitas mulawarman). Kaji pengaruh online customer review terhadap keputusan pembelian di Shopee pada mahasiswa ekonomi. Ditemukan ulasan pelanggan online secara signifikan mempengaruhi keputusan beli.

Abstract

Online customer review dianggap merupakan salah satu faktor yang cukup penting dalam mempengaruhi keputusan pembelian. Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana pengaruh online customer review terhadap keputusan pembelian di Marketplace Shopee. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner. Sampel yang digunakan dalam penelitian ini adalah 74 mahasiswa dari Pendidikan ekonomi angkatan 2021. Metode analisis yang digunakan adalah analisis regresi linear sederhana dengan uji asumsi klasik sebagai uji prasyarat yang diolah menggunakan aplikasi SPSS.. Berdasarkan hasil peneliti diketahui bahwa nilai signifikan (0,000) < α (0,05), dan nilai thitung sebesar (23.339) > ttabel (1.29310) maka secara parsial berpengaruh signifikan. Dari hasil pengujian dan analisis tersebut dapat diinterpretasikan bahwa H0 ditolak dan Ha diterima yaitu online customer review berpengaruh terhadap keputusan pembelian. Kata Kunci: Online customer review, Keputusan Pembelian

Review

The submitted manuscript investigates a highly relevant topic within the contemporary e-commerce landscape: the influence of online customer reviews on purchasing decisions, specifically on the Shopee marketplace. The study's objective to understand this relationship among a particular demographic – active economics students at Mulawarman University – is clearly stated. Employing an explanatory research design with a quantitative approach, the authors utilize a questionnaire for data collection, a standard method for gauging perceptions and behaviors in such studies. This focus on a specific marketplace and user group provides a defined scope for the research. The methodology outlines a sample of 74 students from the 2021 batch of the Economics Education program. Data analysis was conducted using simple linear regression, supported by classic assumption tests and processed via SPSS, which are appropriate techniques for assessing a direct linear relationship between two variables. The findings unequivocally indicate a significant positive influence of online customer reviews on purchasing decisions. The reported statistical values (significant value 0.000 < 0.05, t-count 23.339 > t-table 1.29310) provide empirical evidence to support the rejection of the null hypothesis and the acceptance of the alternative hypothesis, thereby confirming the hypothesized effect of online customer reviews. While the study effectively demonstrates a significant relationship within its defined parameters, its generalizability is a notable limitation. The highly specific sample of economics students from a single university significantly restricts the ability to extend these findings to the broader Shopee user base, other student demographics, or the general Indonesian consumer market. Future research could benefit from expanding the sample to include a wider range of demographics, educational backgrounds, and geographical locations, as well as incorporating other popular e-commerce platforms beyond Shopee. Furthermore, exploring mediating or moderating variables that might influence this relationship, or employing more sophisticated statistical models beyond simple linear regression, could offer deeper insights into the complex interplay between online reviews and consumer behavior. Despite these limitations, the paper contributes to the understanding of online reviews' impact in a specific regional context.

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