Pengaruh Online Customer Review dan Rating terhadap Minat Beli pada Marketplace Shopee (Studi Kasus pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Medan Area)

Abstract

Penelitian ini bertujuan untuk mengetahui: Peengaruh Online Customer Review dan Rating Terhadap Minat Beli Pada Marketplace Shopee (Studi Kasus Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Medan Area). Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif, dimana variabel diukur dengan skala likert. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden dengan kriteria pengguna Shopee yang sudah pernah bertransaksi lebih dari dua kali pada marketplace Shopee. Jumlah populasi dalam penelitian seluruh mahasiswi angkatan FEB UMA angkatan 2021 sampai 2023 berjumlah 322 orang. Penarikan sampel ini menggunakan teori slovin, sehingga ditentukan sampel sebanyak 76 responden. Data diolah menggunakan SPSS versi 27. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian ini menyatakan bahwa: (1) Online Customer Review (X1) berpengaruh secara signifikan terhadap Minat Beli (Y) pada marketplace Shopee; (2) Rating (X2) Berpengaruh secara signifikan terhadap Minat Beli (Y) pada marketplace Shopee; (3) Online Customer Review (X1) dan Rating(X2) berpengaruh secara signifikan terhadap Minat Beli (Y) pada marketplace Shopee. This study aims to determine: The Influence of Online Customer Review and Ratings on Purchase Intentions on the Shopee Marketplace (Case Study On Female Students of the Faculty of Economics and Business, University of Medan Area). The research method used in this study is quantitative, where variables are measured using a Likert scale. Data collection was carried out by distributing questionnaires to respondents with the criteria of Shopee users who have made transactions more than twice on the Shopee marketplace. The population in the study was all female students of the FEB UMA class of 2021 to 2023 amounting to 322 people. This sampling uses Slovin’s theory, so that a sample of 7 respondents was determined. The data was processed using SPSS Version 27.the data analysis technique used multiple linear regresion. The results of the study state thate: (1) Online Customer Review (X1) have a significant effect on Purchase Intentions (Y) on the Shopee marketplace; (2) RatingS (X2) have a significant effect on Purchase Intentions (Y) on the Shopee marketplace; (3) Online Customer Review (X1) and Ratings (X2) significantly influence Purchase Intentions (Y) on the Shopee marketplace.