The Effect of Online Customer Reviews on Purchase Decisions on Shopee (Survey on Bening Kosmetik Stores Pekanbaru)

Abstract

In this study, two variables were used, namely online customer reviews as independent variables (X) and purchase decisions as bound variables (Y). This study was conducted with the aim of analyzing the influence of online customer reviews on purchase decisions at Shopee Clear Cosmetic Store Pekanbaru. The type of research used by the author is a quantitative research type with a purposive sampling method. The population in this study is 96 consumers of Shopee Clear Shops of Pekanbaru Cosmetics using SPSS 26. Based on the analysis using a simple linear regression statistical method Y = 20.812+0.840X which shows that the influence of online customer reviews (X) on purchase decisions (Y) is positive. Furthermore, the results of the correlation coefficient test showed the correlation value of both online customer review and purchase decision variables of 0.633 with a positive relationship direction and at a strong and significant relationship level. Furthermore, the results of hypothesis testing, the t-test is 7.928 with a sig of 0.000. A table t of 1.986 was obtained, in other words, t was calculated to be greater than the table t (7.928 > 1.986). So it can be concluded that Ho was rejected and Ha was accepted, or it can be interpreted that there is a positive and significant influence between online customer reviews on purchase decisions at Shopee Clear Cosmetic Shop Pekanbaru. The magnitude of the determination coefficient is 0.401 (40.1%), which means that online customer reviews have an influence of 40.1% on purchase decisions and by 59.9% are influenced by other factors.