Pengaruh Online Customer Review, Online Customer Rating Dan Influencer Terhadap Keputusan Pembelian Online Skincare G2G: (Studi Pada Konsumen E-Commerce Shopee)

Brantas Prayoga; Heni Susilowati

doi:10.55606/jaemb.v6i1.8713

Authors

Brantas Prayoga Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Heni Susilowati Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern

DOI:

https://doi.org/10.55606/jaemb.v6i1.8713

Keywords:

Online Customer Reviewp, Online Customer Rating, Influencer, Purchase Decision, Shopee, Skincare G2G

Abstract

The research aims to determine the influence of Online Customer Review, Online Customer Rating, and Influencer on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform, and to test the simultaneous influence of the three variables. The method used is a quantitative approach with surveys via questionnaires to 100 respondents who are G2G skincare consumers on Shopee. Data were analyzed using multiple linear regression with the help of IBM SPSS Statistics. The research instrument was validated through content validity testing and item correlation, and reliability using Cronbach's Alpha. Classical assumption tests include normality, multicollinearity, and heteroskedasticity to ensure the feasibility of the regression model. The results show that Online Customer Review has a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.312. Online Customer Rating has a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.237, and Influencer has a significant positive influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.478. Collectively, Online Customer Review, Online Customer Rating, and Influencer have a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a sig value of 0.01 < 0.05.

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