Pengaruh Online Customer Review dan Customer Rating terhadap Minat Beli Produk Skintific pada Pengguna Shopee Wilayah Kramat Jati

Dioh, Kanaya Sagita Anyuani (2024) Pengaruh Online Customer Review dan Customer Rating terhadap Minat Beli Produk Skintific pada Pengguna Shopee Wilayah Kramat Jati. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Bertransaksi secara online makin banyak dilakukan orang-orang, khususnya e-commerce Shopee menjadi wadah perusahaan Skintific untuk menjangkau konsumen yang membutuhkan produk perawatan kulit. Beberapa fitur yang sering dilihat calon konsumen dalam pertimbangan untuk membeli produk, yaitu lewat fitur review dan rating. Penelitian ini bermaksud guna mengetahui maupun menganalisis apakah online customer review, customer rating memengaruhi minat beli Produk Skintific pada pengguna Shopee di wilayah Kramat Jati. Populasinya adalah masyarakat di Kecamatan Kramat Jati yang merupakan pengguna Shopee. Pengambilan sampel mempergunakan teknik purposive sampling, serta menetapkan kriteria, yaitu pengguna e-commerce Shopee di wilayah Kramat Jati, sudah pernah membaca review dan rating produk pada Toko Skintific Official Shop, laki-laki dan perempuan, dan berumur 17 – 35 tahun. Penentuan jumlah sampel dalam penelitian mempergunakan rumus Lemeshow dan mendapat hasil sebanyak 97 orang. Analisis yang dipergunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F, analisis regresi linear berganda, serta koefisien determinasi (R2). Pengolahan data mempergunakan aplikasi SPSS 26 (Statistical Product and Service Solutions). Berdasar pada hasil penelitian, secara individual online customer review (X1) memengaruhi signifikan positif terhadap minat beli: t-hitung > t-tabel 7,153 > 1,986 dan untuk nilai signifikasi 0,000 < 0,05; customer rating (X2) secara individual memengaruhi signifikan positif terhadap minat beli: nilai t-hitung 9,251 > 1,986; serta signifikasi 0,000 < 0,05. Berdasar pada hasil koefisien determinasi (R2) online customer review (X1) maupun customer rating (X2) memengaruhi sejumlah 54,7% terhadap minat beli (Y). Tersisa sejumlah 46,3% lainnya ialah pengaruh variabel lainnya yang tidak ada di dalam penelitian ini. Kata Kunci: Online Customer Review, Customer Rating, Minat Beli. / Online transactions are increasingly common, especially on e-commerce platforms like Shopee, which serves as a channel for Skintific to reach consumers seeking skincare products. Some features that potential customers often consider when purchasing products include online customer reviews and ratings. This study aims to determine and analyze whether online customer reviews and ratings influence the purchase intention of Skintific products among Shopee users in the Kramat Jati area. The population consists of Shopee users in the Kramat Jati area. The sample was selected using purposive sampling techniques, with specific criteria: Shopee users in the Kramat Jati area who have read reviews and ratings of products from the Skintific Official Shop, both male and female, aged 17 to 35 years. The sample size was determined using the Lemeshow formula, resulting in 97 participants. The analysis included validity testing, reliability testing, classical assumption testing, t-test, F-test, multiple linear regression analysis, and the coefficient of determination (R2). Data processing was performed using SPSS 26 (Statistical Product and Service Solutions). Based on the research findings, individual online customer reviews (X1) significantly positively influenced purchase intention: t-value > t-table (7.153 > 1.986) with a significance level of 0.000 < 0.05. Similarly, individual customer ratings (X2) significantly positively influenced purchase intention: t-value (9.251) > t-table (1.986) with a significance level of 0.000 < 0.05. The coefficient of determination (R2) indicated that online customer reviews (X1) and customer ratings (X2) collectively accounted for 54.7% of the variance in purchase intention (Y), leaving 46.3% unexplained by other variables not considered in this study. Keywords: Online customer reviews, Customer Ratings, Purchase Interest

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