Pengaruh Ulasan Pelanggan dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Produk Fashion Pada Aplikasi Shopee
DOI:
https://doi.org/10.33394/vis.v14i2.22942Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh ulasan pelanggan dan kepercayaan konsumen terhadap keputusan pembelian produk fashion pada aplikasi shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 96 responden yang merupana mahasiswa Fakultas Budaya, Manajemen, dan Bisnis Universitas Pendidikan Mandalika. Analisis data dilakukan menggunakan regresi linear berganda melalui perangkat lunak SPSS 23. Hasil penelitian menujukkan bahwa ulasan pelanggan dan kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial, ulasan pelanggan berpengaruh signifikan dengan nilai t-hitung sebesar 5.945, sig. 0.000, dan beta 0.451, sedangkan kepercayaan konsumen menunjukkan pengaruh signifikan dengan t hitung 5.932, sig. 0.000, dan beta 0.450. Nilai koefisien determinasi sebesar 0.638 mengindikasikan bahwa kedua variabel tersebut menjelaskan 63,8% variasi keputusan pembelian. Berdasarkan nilai beta, variabel ulasan pelanggan merupan variabel yang paling dominan mempengaruhi keputusan pembelian produk fashion pada flatform shopee.
Kata Kunci: Ulasan pelanggan, Kepercayaan konsumen, Keputusan pembelian, Shopee.
Abstract: This study aims to analyze the influence of customer reviews and consumer trust on purchasing decisions for fashion products on the Shopee application. This study uses a quantitative approach involving 96 respondents who are students of the Faculty of Culture, Management, and Business, Mandalika University of Education. Data analysis was conducted using multiple linear regression through SPSS 23 software. The results of the study indicate that customer reviews and consumer trust have a positive and significant effect on purchasing decisions. Partially, customer reviews have a significant effect with a calculated t-value of 5.945, sig. 0.000, and beta 0.451, while consumer trust shows a significant effect with a calculated t-value of 5.932, sig. 0.000, and beta 0.450. The coefficient of determination value of 0.638 indicates that the two variables explain 63.8% of the variation in purchasing decisions. Based on the beta value, the customer review variable is the most dominant variable influencing purchasing decisions for fashion products on the Shopee platform.
Keywords: Customer reviews, Consumer trust, Purchase decisions, Shopee
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