Analisis Review Produk dan Rating Online terhadap Keputusan Pembelian Fashion di Marketplace Shopee (Studi Kasus Mahasiswa UIGM Tahun 2022 - 2025)
DOI:
https://doi.org/10.33751/jmp.v14i02.221Keywords:
Product Review, Online Rating, Purchase Decision, Shopee, Theory of Planned Behavior.Abstract
This study aims to analyze the effect of product reviews and online ratings on fashion purchase decisions in the Shopee marketplace, using a case study of students at Universitas Indo Global Mandiri (UIGM) from 2022 to 2025. The research employed a quantitative descriptive-associative approach using a survey method with data collected through a Likert-scale questionnaire. Data analysis was conducted using multiple linear regression with IBM SPSS version 26 to examine both partial and simultaneous effects among variables. The results reveal that both product reviews (X₁) and online ratings (X₂) have a positive and significant influence on purchase decisions (Y), both individually and jointly, with a coefficient of determination (R²) of 0,704. These findings confirm that user-generated digital information plays a crucial role in shaping consumer attitudes, perceived behavioral control, and purchasing intentions. Theoretically, this study strengthens the application of the Theory of Planned Behavior (TPB) in explaining digital consumer behavior, while practically, it provides insights for marketplace managers to enhance the credibility of review and rating systems to build consumer trust and loyalty in the digital economy era.
Keywords: Product Review, Online Rating, Purchase Decision, Shopee, Theory of Planned Behavior.
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