Pengaruh Online Customer Review dan Harga terhadap Keputusan Pembelian pada Pengguna Shopee di Kota Tangerang Selatan

The Influence of Online Customer Reviews and Prices on Purchase Decisions on Shopee Users in South Tangerang City

Abstract

The growth of e-commerce has changed consumer behavior from shopping in physical stores to making transactions online. When purchasing through Shopee, consumers cannot see the products directly, so online customer reviews and prices become important information for purchasing decisions. This study aims to find out the effect of online customer reviews and prices on the purchasing decisions of Shopee users in South Tangerang, both partially and simultaneously. The study used a quantitative method with 100 respondents who had made purchases before. The sampling technique used was purposive sampling, while data was collected through a Google Form questionnaire. Data analysis was done using IBM SPSS Statistics through validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and determination coefficients. The results of the study show that online customer reviews have a positive and significant effect with a t-value of 5.657. Price also has a positive and significant effect with a t-count of 3.784. Simultaneously, both variables have a significant effect with an F-count of 63.668. An R Square of 0.568 shows that both explain 56.8% of the purchasing decision.