Rachmawati, Novia Dwiki (2026) PENGARUH ONLINE CUSTOMER RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE PADA MARKETPLACE SHOPEE. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
This study aims to determine the influence of online customer ratings and online customer reviews on purchasing decisions for The Originote products on the Shopee marketplace. The research method used was a descriptive quantitative approach, utilizing primary data obtained through the distribution of an online questionnaire to consumers who had previously purchased The Originote products on Shopee. The research sample consisted of 30 respondents in the pre-survey phase, followed by the distribution of the main research questionnaire (the number of respondents corresponds to the data in this thesis). The sampling technique used was purposive sampling. Data analysis was conducted using the Partial Least Squares (PLS) method with the assistance of SmartPLS software version 4.1.1.7.
The results show that online customer ratings have a
positive and significant effect on purchasing decisions, meaning that the higher the rating given by consumers, the stronger their tendency to purchase The Originote products on Shopee. In addition, online customer reviews also have a positive and significant effect on purchasing decisions, indicating that informative, convincing, and visually supported consumer reviews can increase the likelihood of a purchase. Simultaneously, both independent variables make a significant contribution to explaining the variation in consumers’ purchasing decisions regarding The Originote products on Shopee.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Marginingsih, Ria 0402098802 |
| Keywords / Kata Kunci: | Online Customer Rating, Online Customer Review, Keputusan Pembelian |
| Subjects: | Manajemen Pemasaran Manajemen |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | S-1 Novia Dwiki Rachmawati |
| Date Deposited: | 18 Aug 2026 08:34 |
| Last Modified: | 18 Aug 2026 08:34 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10675 |
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