Pengaruh Online Customer Review, Online Customer Rating, dan Brand Trust terhadap Keputusan Pembelian pada Marketplace Shopee di Yogyakarta

Abstract

This study, with practical implications for e-commerce and consumer behavior, aims to determine the effect of online customer reviews, ratings, and brand trust, both partially and simultaneously, on purchasing decisions on the Shopee Marketplace in Yogyakarta. The technique used in data collection uses purposive sampling. The determination of the number of samples used is 100 respondents measured using the Cochran formula. Respondents are people of Yogyakarta with a minimum age of 17 years and have made purchases on the Shopee Marketplace in the last 1 year. Data was collected by distributing Google Form-based questionnaires to respondents and then processed using SPSS Version 25. The analysis technique used is multiple linear regression with several hypothesis tests such as determinant tests (R ^ 2), F tests, and t-tests. The results of this study explain that Online Customer Reviews, Online Customer Ratings, and Brand Trust have a partial and simultaneous effect on Purchasing Decisions on the Shopee Marketplace in Yogyakarta.