Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee

Abstract

The development of increasingly sophisticated technology in Indonesia has a positive impact on the ease of buying and selling transactions through e-commerce. Shopee is the pioneer of the most frequently visited Online Shopping Site as a means of purchasing products. Meanwhile, Wardah products are a cosmetic brand that has the first rank with the highest sales online through the Shopee Online Shopping Site. This study aims to determine and analyze the influence of Online Customer Reviews and Online Customer Ratings on buying interest in Wardah products on the Shopee Online Shopping Site. The type of research used is quantitative research with a descriptive analysis method approach. Data collection was carried out by distributing questionnaires in the form of google form. The population used was consumers who visited the Shopee Online Shopping Site. A sample of 100 respondents with the criteria of being more than 17 years old, consumers of Wardah products and visiting the Shopee Online Shopping Site at least more than 2 times a month. The sampling technique used is purposive sampling with non-probability methods. The data analysis technique used multiple linear regression analysis. The results of this study indicate that simultaneously Online Customer Review and Online Customer Rating have a significant effect on buying interest. And partially Online Customer Review and Online Customer Rating have a significant effect on buying interest.

Keywords: Online Customer Review; Online Customer Rating; Buying Interest