Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Elektronik pada Toko Online Multi Store

The Effect of Online Customer Review and Online Customer Rating on Electronic Product Purchase Decisions on Toko Online Multi Store

Abstract

This study aims to determine how customer reviews and ratings influence the purchasing decisions of electronic products in Multi Store consumers. The research method used in this study is a descriptive quantitative research method that aims to describe and explain a phenomenon based on facts that occur in the field. This study uses a Likert scale questionnaire and uses a Cochran sample involving hundreds of people. The data is processed using SPSS version 27 to analyze the questionnaire results and measure all variables, with several tests, namely; data quality test; validity test and reliability test. Classical assumption test; normality test, heteroscedasticity test, multicollinearity test, linearity test, multiple linear regression test. Hypothesis test; t test, f test and coefficient of determination test. The results of the study Online Customer Review (X1) and Online Customer Rating (X2) simultaneously have a positive and significant effect on Purchasing Decisions (Y). This can be proven through a determination test using an R Square value of 0.622 or 62.2%, while the remaining 37.8% is influenced by other variables outside the study.