The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions with Purchase Intention as a Mediating Variable (Case Study of Shopee Marketplace Users in Semarang Regency)
Keywords:
online customer review, online customer rating, purchase interest, purchase decisionAbstract
This research aims to analyze the influence of online customer reviews and online customer ratings on purchasing decisions with purchase interest as a mediating variable among Shopee marketplace users in Semarang Regency. The population in this research is shopee users in Semarang Regency. The number of samples used was 120 respondents. The sampling technique is non-probability sampling. Data collection methods using questionnaires and quantitative methods. Data analysis used descriptive analysis with SmartPLS 4 software. The results showed that a) online customer reviews had an effect on purchase interest, b) online customer ratings had an effect on purchase interest, c) purchase interest had an effect on purchasing decisions, d) online customer reviews had an effect on purchasing decisions, e) online customer ratings influence purchasing decisions.
References
Andriani, D. (2023). The effect of organizational commitment and physical work environment on turnover intention with job satisfaction as an intervening variable at company. Indonesian Journal of Law and Economics Review, 18(1), 10-21070.
Banurea, L. A., Malau, A. R., Silaban, P. H., & Sipayung, L. D. (2023). SEM Analysis of Online Customer Reviews and Customer Ratings on Buying Decisions Through Consumer Trust. Journal of National Development Economics, 16(2), 400-406.
Indra, D., Zahra, H. M., Setiono, S., & Pratama, D. R. P. (2022). The Effect of E-Rating and E-Review with E-Trust as Mediator on Buying Decisions (Study on Lazada Users in Dago, Bandung). Economics: Journal of Economics and Business, 6(2), 452-458.
Iskandar, T. A. G., & Sharif, O. O. (2022). The Influence of Customer Reviews and Influencer Endorsements on Purchase Intention for Whitelab Products with Trust as a Moderating Variable. eProceedings of Management, 9(5).
Kotler and Keller. (2012). Thirteenth edition of Marketing Management volumes 1 and 2 translated by Bob Sabran. Erlangga.
Maharani, N. L. E. (2023). The Influence of Online Customer Reviews and Price Consciousness on Buying Decisions on Gofood Services Through the Gojek Application with Taste as a Mediating Variable (Doctoral dissertation, Ganesha Education University).
Maulida, K., Edris, M., & Utomo, J. (2023). The Influence of Product Reviews and Content Creators on Purchase Interest through Affiliate Marketing of Shopee E-Commerce users in Kudus Regency. Journal of Finance and Business Digital, 2(3), 365-374.
Putri, N. Z., & Widodo, T. (2022). Analysis of the Influence of Customer Reviews and Influencer Reviews with Trust as a Moderating Variable on Purchase Intention in E-commerce (study on Tokopedia). eProceedings of Management, 9(3).
Rohmah, M. N., & Dewi, R. S. (2021). The Influence of Celebgrams and Discounts on Buying Decisions Through Brand Image as an Intervening Variable (Case Study of Maybelline Store Paragon Consumers). Journal of Business Administration, 10(1), 643-651.
Saidah Putri Sari. (2020). The Relationship between Purchase Interest and Buying Decisions in Consumers. Psychoborneo, 8(1), 147-155.
Suwandoyo, D., Rosiana, M., Suwandari, L., & Anggraeni, W. I. (2023, July). The Influence Of Online Customer Reviews And Ratings On Purchase Decision With Purchase Intention As A Mediating Variable (Study on MSME Consumers of Geprek Chicken in Indonesia). In Proceedings of Midyear International Conference (Vol. 2).
Swastha, Basu, I. (2014). Modern Marketing Management. Liberty, Yogyakarta. https://doi.org/10.1017/CB09781107415324.004
Tanuwijaya, C. K., Ellitan, L., & Lukito, R. S. H. (2023). The Effect of Online Customer Reviews on Purchase Intention With Customer Trust as a Variable in Purchase Decision on Social Consumers. Journal of Entrepreneurship & Business, 4(3), 192-203.
Rahma, A. M., Nurcahyono, N., & Sinarasri, A. (2022). Moderating Effects of Institutional Ownership on the Relation Between Capital Structure. International Conference on Business, Accounting, Banking, and Economics, 1, 293–306. https://doi.org/10.2991/978-94-6463-154-8
Roqijah, I., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Profitability, Operating cash flow, Economic Value Added and Firm Size on Stock Return. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 164. https://doi.org/10.26714/mki.12.2.2022.164-174
Sari, Y. P., Almasyhari, A. K., & Aryanto, A. (2023). Perancangan Sistem Informasi Akuntansi Pengelolaan Keuangan untuk Yayasan Insan Mulia Surakarta. Jati: Jurnal Akuntansi Terapan Indonesia, 6(2), 121-134.
Waluyo, A., & Trishananto, Y. (2022). Customer reviews and influencers on Buying decisions with the Purchase Interest variable as an intervening variable. Srikandi: Journal of Islamic Economics and Banking, II (1).
Downloads
Published
Versions
- 2024-11-21 (2)
- 2024-07-27 (1)
