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Pengaruh Ulasan Online Terhadap Keputusan Pembelian Produk pada Platform Shopee

Introduction

Pengaruh ulasan online terhadap keputusan pembelian produk pada platform shopee. Pelajari bagaimana ulasan online memengaruhi keputusan pembelian produk di Shopee. Studi ini menemukan efek positif signifikan, menekankan pentingnya ulasan untuk kepercayaan konsumen.

Abstract

The development of digital technology has changed consumer behavior patterns, including the process of making online purchasing decisions. One factor influencing these decisions is online reviews on e-commerce platforms. Shopee, as one of the largest e-commerce platforms in Indonesia, provides reviews containing information about product quality and previous consumer experiences, which can help potential buyers in considering their choices. This study aims to analyze the influence of online reviews on purchasing decisions for fashion products on Shopee. The research method used a quantitative approach with a survey of 100 respondents, namely Shopee users who had made purchases and read online reviews before making transactions. Data were collected through an online questionnaire using Google Forms, then processed using SPSS version 25. Data analysis included validity tests, reliability tests, descriptive statistics, and simple linear regression. The results showed that online reviews had a positive and significant effect on purchasing decisions. The R-squared value of 0.745 indicates that 74.5% of the variation in consumer purchasing decisions can be explained by online reviews, while the remainder is influenced by other factors. These findings confirm that online consumer reviews play a significant role in increasing trust and encouraging product purchases. Therefore, sellers on Shopee are advised to maintain product quality, provide accurate information, and encourage positive consumer reviews. This strategy can help improve store image, build consumer trust, and strengthen product competitiveness in the increasingly competitive e-commerce market.

Review

This paper, "Pengaruh Ulasan Online Terhadap Keputusan Pembelian Produk pada Platform Shopee," addresses a highly relevant and contemporary issue concerning consumer behavior in the digital age. It effectively aims to investigate the influence of online reviews on purchasing decisions for fashion products on the Shopee platform, a prominent e-commerce player in Indonesia. The study's premise, that digital technology has reshaped purchasing patterns and that online reviews are a significant determinant, is well-articulated and timely, reflecting the realities of modern online commerce. The research employs a quantitative approach, utilizing survey data from Shopee users to provide empirical insights into this critical relationship. Methodologically, the study is straightforward and well-executed, employing standard quantitative techniques including validity and reliability tests, descriptive statistics, and simple linear regression with SPSS. The core result—that online reviews exert a positive and significant effect on purchasing decisions—is robustly supported by an impressive R-squared value of 0.745. This indicates that a substantial 74.5% of the variance in purchasing decisions can be attributed to online reviews, strongly affirming the pivotal role of consumer-generated content in shaping buyer trust and intent. The practical recommendations for sellers, such as maintaining product quality, providing accurate information, and fostering positive reviews, are highly actionable and pertinent for improving store image and strengthening competitiveness. While the study provides valuable insights, future research could enrich these findings by exploring moderating variables, such as product price, reviewer credibility, or the specific sentiment (positive, negative, mixed) and type (text, photos, videos) of reviews. Additionally, the remaining 25.5% of unexplained variance suggests other significant factors are at play, which a multivariate approach could uncover. A qualitative component, perhaps through interviews, could also provide deeper contextual understanding of *how* and *why* online reviews influence decisions, moving beyond correlation to deeper causal mechanisms. Despite these suggestions for expansion, this paper makes a clear and significant contribution to understanding online consumer behavior in the Indonesian e-commerce landscape, offering practical guidance for businesses operating in this dynamic environment.

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