Influence of Online Customer Review and Online Customer Rating On Purchasing Decision on Shopee E-Commerce

Study on Management Study Program Students, Faculty of Economics and Business, Makassar State University

Authors

  • Wilda Dwitya Putri Natasya Universitas Negeri Makassar
  • Muhammad Ichwan Musa Universitas Negeri Makassar
  • Muhammad Ilham Wardhana Haeruddin Universitas Negeri Makassar
  • Siti Hasbiah Universitas Negeri Makassar
  • Nurul Fadilah Aslam Universitas Negeri Makassar

DOI:

https://doi.org/10.59653/jbmed.v2i02.720

Keywords:

Online Customer Review, Online Customer Rating, Purchasing Decision

Abstract

This research is a quantitative study that aims to find out influence of online customer review and online customer rating on purchasing decision on shopee e-commerce (study on Management study program students of the Faculty of Economics and Business of Makassar State University). The independent variables in this study are online customer review and online customer rating, while the dependent variable is Purchasing Decision. The population in this study is active students Management study program of the Faculty of Economics and Business of Makassar State University class of 2020-2022. Sampling using purposive sampling technique and obtained a total sample of 100 respondents. Data collection techniques used are questionnaires and literature study. The data analysis technique used is multiple linear regression analysis using SPSS V.21. The results of this study indicate that online customer review (X1) partially has a significant effect on purchasing decision on shopee e-commerce, online customer rating (X2) partially has a significant effect on purchasing decision on shopee e-commerce, and online customer review (X1) and online customer rating (X2) simultaneously have a significant effect on purchasing decision on shopee e-commerce.

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Published

2024-03-16

How to Cite

Natasya, W. D. P., Musa, M. I., Haeruddin, M. I. W., Hasbiah, S., & Aslam, N. F. (2024). Influence of Online Customer Review and Online Customer Rating On Purchasing Decision on Shopee E-Commerce: Study on Management Study Program Students, Faculty of Economics and Business, Makassar State University. Journal of Business Management and Economic Development, 2(02), 740–750. https://doi.org/10.59653/jbmed.v2i02.720

Issue

Vol. 2 No. 02 (2024): May 2024

Section

Articles

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Copyright (c) 2024 Wilda Dwitya Putri Natasya, Muhammad Ichwan Musa, Muhammad Ilham Wardhana Haeruddin, Siti Hasbiah, Nurul Fadilah Aslam

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