Pengaruh Online Customer Review dan Online Customer Rating terhadap Minat Beli Produk Madam Gie pada Aplikasi Shopee (Studi pada Mahasiswa Kota Medan)

Abstract

In an increasingly advanced digital era, online customer reviews and online customer ratings have become important factors in influencing consumer buying interest. Today's consumers tend to seek information and recommendations from other customers before making a purchase of a product or service online. Therefore, an understanding of the influence of online customer reviews and online customer ratings on consumer buying interest becomes very relevant in the context of online marketing because it is one of the references for buying a product. This study aims to analyze how the influence of online customer reviews and online customer ratings on the buying interest of madam gie products on the shopee application The influence between variables will be analyzed partially and simultaneously on buying interest. The form of research used is quantitative with an associative approach. Research sampling using the Lemeshow formula with a total of 100 respondents as a sample. The sampling technique used is non-probability with purposive sampling. The collection technique is carried out primary data obtained by distributing questionnaires directly and secondary data obtained through literature studies. Data analysis methods in research use instrument tests, classical assumption tests, multiple linear analysis tests and hypothesis tests using SPSS. The results of the study conducted showed that the online customer review variable had a significant effect on buying interest with a sig value of 0.001 < 0.05 and had a positive regression coefficient value of 0.393. And in the online variable, customer rating on buying interest with a sig value of 0.000 < 0.05 and also has a positive regression coefficient value of 0.699. In simultaneous testing, the variables online customer review and online customer rating had an effect simultaneously with an influence level of 67.6%, while the remaining 32.4% was influenced by factors outside this research model.