CUSTOMER ONLINE CUSTOMER RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI TOKO MODELIAFASHION PADA MARKETPLACE TOKOPEDIA JAKARTA

Journal of Applied Management and Accounting Science Pub Date : 2022-12-02 DOI:10.51713/jamas.v4i1.67

Luh Kadek Budi Martini, Ejasa Sembiring, dan Frandy Paulus

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引用次数: 2

Abstract

This study aims to determine the Online Customer Rating and Online Customer Review on Purchase Decisions at the ModeliaFashion store on the Tokopedia Marketplace. This research is the result of quantitative research. Sampling using the slovin formula with a total of 60 respondents. Data collection in this study used a questionnaire with a Likert scale. The data analysis method used multiple linear regression analysis. The results of the study show that: (1) Online Customer Rating has a positive and significant effect on purchasing decisions, the t-count value is 1.970 and the significance value is 0.037. (2) Online Customer Review has a positive and significant effect on purchasing decisions, the t-count value is 3.838 and the significance value is 0.000. (3) Online Customer Rating and Online Customer Review have a simultaneous (simultaneous) effect on purchasing decisions, this is evidenced by the f-count value of 56,112 and a significance value of 0.000 and a coefficient of determination of 0.651 which means that purchasing decisions can be explained by Online Customer Rating and Online Customer Review variables are 65.1% while the remaining 34.9% is explained by other variables not included in this study.

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本研究旨在确定在线顾客评价和在线顾客评论对Tokopedia市场上的modelifashion商店购买决策的影响。本研究是定量研究的结果。抽样采用slovin公式，共60名受访者。本研究采用李克特量表进行数据收集。数据分析方法采用多元线性回归分析。研究结果表明:(1)网上顾客评价对购买决策有正向显著影响，t-count值为1.970，显著性值为0.037。(2)在线顾客评论对购买决策有正向显著影响，t-count值为3.838，显著性值为0.000。(3)在线顾客评价和在线顾客评价对购买决策具有同时(同时)的影响，f-count值为56112，显著性值为0.000，决定系数为0.651，即在线顾客评价和在线顾客评价变量可以解释购买决策的比例为65.1%，其余34.9%由未纳入本研究的其他变量解释。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Applied Management and Accounting Science

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