Pengaruh Online Customer Review, Online Customer Rating dan Persepsi Harga terhadap Keputusan Pembelian pada Mahasiswa Pengguna Aplikasi Shopee di Universitas Hindu Indonesia

I Kadek Yoga Budiana; Ida Ayu Putu Widani Sugianingrat; Ni Wayan Wina Premayani

doi:10.32795/vol4wamrtno1th24

I Kadek Yoga Budiana Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Ida Ayu Putu Widani Sugianingrat Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Ni Wayan Wina Premayani Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Keywords: Online Customer Review, Online Customer Rating, Price Perception, Purchase Decision

Abstract

There is attention and findings regarding problems regarding online customer reviews, online customer ratings and price perceptions in an effort to improve and increase employee performance in accordance with the aim of this research to determine the influence of consumer purchasing decisions in accordance with the aim of this research, namely to determine the influence of online customer reviews, online customer rating and price perception on consumer purchasing decisions among students using the Shopee application at the Indonesian Hindu University. The sample in this study was 100 respondents with a sampling technique using purposive sampling. The analysis technique used is multiple linear regression analysis. The research results show that online customer reviews, online customer ratings and price perceptions have a positive and significant influence partially and simultaneously on purchasing decisions. Suggestions that can be given to companies include 1) It is hoped that companies will require consumers to provide reviews by including photos or videos of the items they have purchased. 2) It is hoped that sellers need to pay attention and prioritize product quality and improve the quality of service and delivery of goods so that in the future there will be no bad ratings. 3) It is hoped that sellers will pay attention to price because it is the first thing consumers see. 4) It is hoped that sellers use original product photos on every item sold so that consumers are not disappointed with the products they have purchased and provide positive recommendations to other consumers.

References

Almana, M. & M. A. (2013). The impact of electronic word of mouth on consumer’s purchasing decisions. International Journal of Computer Applications, 82, 23–31.
Althaf Revi Kanitra dan Andriani Kusumawati. (2018). Pengaruh country of origin dan online customer review terhadap trust dan keputusan pembelian. Jurnal Administrasi Bisnis (JAB), 61.
Ardianti, A. N. , & W. W. (2019). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian melalui marketplace Shopee.(Studi pada mahasiswa aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis, 8, 55–66.
Bima, I., Nurfarida, I. N., & Sarwoko, E. (2021). Determinan keputusan pembelian di Shopee: online customer review, brand image dan promosi. MBR (Management and Business Review), 5(2), 239–250.
Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh citra merek dan persepsi harga terhadap keputusan pembelian online pada aplikasi shopee di wilayah Jakarta Timur. Jurnal Inovatif Mahasiswa Manajemen, 1(1), 15–30.
Hariyanto, H. T. , & T. L. (2020). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9, 23373539.
Hidayati, N. L. (2018). Pengaruh viral marketing, online customer reviews, dan harga terhadap keputusan pembelian Shopee di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 6, 77–84.
Julianti, A. (2019). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian online marketplace (Studi Mahasiswa Universitas Pasir Pengaraian). Cano Ekonomos, 9, 103–104.
Kotler, Philip, Kevin, & Lane Keller. (2016). Marketing Managemen (15th ed.).
Noviani, S. R., & Siswanto, T. (2022). Pengaruh online consumer review, rating, dan persepsi harga terhadap keputusan pembelian konsumen milenial marketplace Shopee di Jakarta Selatan (Vol. 1, Issue 1).
Peter, J Paul, & Jerry Olson. (2013). Perilaku Konsumen dan Strategi Pemasaran (9th ed.).
Pradana, B. A. Y., & Ali, H. (2023). Pengaruh online customer rating, persepsi harga dan loyalitas pelanggan terhadap keputusan pembelian. IJM: Indonesian Journal of Multidisciplinary, 1(4).
Rarung, J., Lumanauw, B., & Mandagie, Y. (2022). Pengaruh online customer review, online customer rating, dan customer trust terhadap customer purchase decision coffee & roastery manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 891–899.
Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis pengaruh customer review dan customer rating terhadap keputusan pembelian produk di online marketplace (studi pada mahasiswa pengguna Tokopedia di kota Semarang). Diponegoro Journal of Management, 10(6).
Sridevi, C., & Mathivanan, M. (2020). Impact of online customer reviews on purchase decision–a study with reference to mayiladuthurai. International Journal of Management (IJM), 11(11).