PENGARUH CUSTOMER REVIEW, CUSTOMER RATING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS: MAHASISWA PADA PENGGUNA E-COMMERCE SHOPEE)
Keywords:
Customer Review, Customer Rating, Brand Image, Purchase DecisionAbstract
Penelitian ini bertujuan menganalisis dampak Customer Review, Customer Rating, dan Brand Image terhadap Keputusan Pembelian pelajar pengguna platform e-commerce Shopee. Pendekatan yang digunakan adalah deskriptif kuantitatif dengan metode pengumpulan data melalui kuesioner yang diberikan kepada siswa aktif Shopee. Sampel ditentukan menggunakan metode purposive sampling , sedangkan teknik analisis data menggunakan Partial Least Square (PLS) melalui software SmartPLS 4.0. Hasil menunjukkan bahwa Customer Review mempunyai pengaruh positif dan signifikan terhadap Keputusan Pembelian, sedangkan Customer Rating tidak berpengaruh signifikan. Di sisi lain , Citra Merek mempunyai pengaruh positif dan signifikan terhadap Keputusan Pembelian. Berdasarkan uji simultan, variabel penelitian ketiga secara sama-sama berpengaruh signifikan terhadap Keputusan Pembelian. Temuan ini menegaskan bahwa kredibilitas digital dan citra merek yang baik sangat penting dalam membangun kepercayaan pelanggan serta mendorong keputusan pembelian di Shopee. Studi ini memberikan kontribusi praktis bagi perusahaan e-commerce dan penjual online dalam meningkatkan reputasi digital serta mengoptimalkan fungsi Electronic Word-of- Mouth ( eWOM ) untuk meningkatkan penjualan.
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