PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP MINAT BELI PRODUK FASHION DI MARKETPLACE SHOPEE

(Studi Pada Mahasiswa Fakultas Ekonomika Dan Bisnis Universitas Negeri Surabaya)

THE EFFECT OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASE INTENTION FASHION PRODUCTS IN THE MARKETPLACE SHOPEE

(Study On Students Of The Faculty Of Economics And Business, State University Of Surabaya)

  Shopee menjadi salah satu marketplace pilihan masyarakat Indonesia dalam berbelanja online untuk memenuhi kebutuhan esensial sehari-hari, salah-satunya adalah pemenuhan kebutuhan sandang. Fenomena ini menimbulkan terciptanya banyak pelaku bisnis memanfaatkan marketplace Shopee untuk menjual produk fashion dengan memberikan kelebihan dari produk yang ditawarkan. Penelitian ini bertujuan untuk mengetahui pengaruh online customer review dan online customer rating terhadap minat beli produk fashion di marketplace Shopee. Jenis penelitian adalah penelitian kuantitatif dengan pengambilan sampel menggunakan metode non probability sampling, dan mendapatkan sampel berjumlah 96 responden. Populasi penelitian yang diambil yakni Mahasiswa Fakultas Ekonomika & Bisnis Universitas Negeri Surabaya. Analisis data berupa analisis regresi linier berganda. Hasil dari penelitian didapatkan variabel online customer review dan online customer rating berpengaruh terhadap variabel minat beli baik secara parsial maupun simultan. Koefisien determinasi menunjukkan 2 variabel independen memberikan sumbangan sebesar 69,1 % serta sisanya 30,9 % dipengaruhi variabel lain.

Kata Kunci : marketplace Shopee, minat beli, online customer review, online customer rating

    Shopee is one of the marketplaces of choice for indonesians in online shopping to fulfill their daily essential needs, one of which is to fulfill their clothing needs. This phenomenon makes many business people take advantage of the Shopee marketplace to sell fashion products by providing the advantages of the products offered. This study aims to determine the effect of online customer reviews & online customer ratings on purchase intention in fashion products in the Shopee marketplace. This type of research is quantitative research with sampling using non-probability sampling method, and getting a sample of 96 respondents. The research population taken is the students of the Faculty of Economics & Business, State University of Surabaya. Data analysis in the form of multiple linier regression analysis. The results of the research obtained that the online customer reviews & online customer rating variables affect the purchase intention variable either partially or simultaneously. The coefficient of determination shows that 2 independent variables contributing 69.1% and the remaining 30.9% was influence of other variables.

Keywords :  shopee marketplaces; purchase intention; online customer review; online customer rating.