PENGARUH ONLINE CUSTOMER REVIEW DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MARKETPLACE SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING ( STUDI PADA GENERASI MUDA SURABAYA )

Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh online customer review dan tagline terhadap keputusan pembelian produk fashion di marketplace Shopee dengan minat beli sebagai variabel intervening. Populasi pada penelitian ini adalah generasi muda Surabaya pengguna Shopee berjenis kelamin perempuan dan laki – laki. Jenis Penelitian ini deskriptif kuantitatif, teknik pengambilan sampel menggunakan purposive random sampling dengan responden berjumlah 100 responden pengguna Shopee. Sumber data menggunakan data primer dari angket online melalui google form. Teknik analisis digunakan adalah analisis jalur (analysis path), uji f dan koefisien determinasi, serta uji hipotesis (uji t) dengan menggunakan SPSS versi 25. Hasil pengujian menunjukkan bahwa online customer review terbukti berpengaruh signifikan positif terhadap minat beli, variabel tagline terbukti berpengaruh positif tetapi tidak signifikan terhadap minat beli, variabel minat beli terbukti berpengaruh signifikan terhadap keputusan pembelian, variabel online customer review berpengaruh signifikan positif terhadap keputusan pembelian, variabel tagline berpengaruh negatif terhadap keputusan pembelian. Kemudian minat beli mampu memediasi secara parsial online customer review terhadap keputusan pembelian, minat beli mampu mediasi secara parsial tagline terhadap keputusan pembelian.

Kata Kunci : online customer review, tagline, minat beli, keputusan pembelian. 

This study aims to explain and analyze the influence of online customer reviews and taglines on purchasing decisions for fashion products in the Shopee marketplace with buying interest as the intervening variable. The population in this study is the younger generation of Surabaya Shopee users, female and male. This type of research is descriptive quantitative. The sampling technique used was purposive random sampling with 100 respondents who were Shopee users. The data source uses primary data from online questionnaires via google form. The analytical technique used is path analysis, f test and coefficient of determination, and hypothesis testing (t test) using SPSS version 25. The test results show that online customer reviews have a significant positive effect on buying interest, the tagline variable has a positive effect. but not significant on buying interest, the variable of buying interest proved to have a significant effect on purchasing decisions, the online customer review variable had a significant positive effect on purchasing decisions, the tagline variable had a negative effect on purchasing decisions. Then buying interest is able to partially mediate online customer reviews on purchasing decisions, buying interest is able to partially mediate taglines on purchasing decisions.

Keywords: online customer review, tagline, purchase interest, purchase decision