Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Dimoderasi Oleh Kualitas Produk
Main Article Content
This research seeks to explain the moderating effect of product quality on the relationship between online customer reviews and ratings and online purchasing decisions. Unknown number of Tokopedia application users in Jakarta constitute the population for this research. This study used a technique of purposive sampling in which the sample must meet the requirements specified. For data collection, online questionnaires were used in this study. Smart PLS3 software is used for data processing. As a result, 100 Tokopedia application users fulfilled the research criteria and participated in this study. The findings of the research indicate that product quality moderates the impact of online customer reviews on online purchase decisions. Similarly, product quality moderates the impact of online customer ratings on purchase choices made online. The results of this research may give entrepreneurs with information on the online behavior of customers.
Keywords:
Online Customer Review, Online Customer Rating, Online Purchase Decision, Product Quality
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Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, Dan Star Seller Terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian Pada Toko Online Di Shopee. Jurnal Teknik ITS, 9(2). Https://Doi.Org/10.12962/J23373539.V9i2.56728
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Herawati, Prajanti, S. D. W., & Kardoyo. (2019). Predicted Purchasing Decisions From Lifestyle , Product Quality And Price Through Purchase Motivation. Economic Education, 8(1), 1–11.
Heridiansyah, J. (2012). Pengaruh Advertising Terhadap Pembentukan Brand Awareness Serta Dampaknya Pada Keputusan Pembelian Produk Kecap Pedas ABC (Studi Kasus Pada Konsumen Pengguna Kecap Pedas ABC Di Kota Semarang). Jurnal STIE Semarang, 4(2), 53–73.
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Kotler, P. (2020). Marketing Management. Pearson Education Australia.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla. Jurnal Mirai Management, 6(1), 139–154.
Mandasari, I. A. C. S., & Giantari, I. G. A. K. (2017). Pengaruh Perceived Usefulness, Perceived Ease Of Use, Dan Kualitas Layanan Terhadap Kepuasan Untuk Membangun Loyalitas. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 6(10), 3637–3664. Https://Doi.Org/10.24843/Eeb.2017.V06.I10.P08
Mukhsin, R., Mappigau, P., & Tenriawaru, A. N. (2017). Pengaruh Orientasi Kewirausahaan Terhadap Daya Tahan Hidup Usaha Mikro Kecil Dan Menengah Kelompok Pengolahan Hasil Perikanan Di Kota Makassar. 6(2), 188–193.
Mulyati, Y., & Gesitera, G. (2020). Pengaruh Online Customer Review Terhadap Purchase Intention Dengan Trust Sebagai Intervening Pada Toko Online Bukalapak Di Kota Padang. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 173–194. Https://Doi.Org/10.30588/Jmp.V9i2.538
Mulyono, H. (2021). Online Customer Review And Online Customer Rating On Purchase Intention In Online Shop. International Journal Of Research And Review, 8(1), 8. E-ISSN :2349-9788. P-ISSN : 2454-2237. Https://Lp2m.Umnaw.Ac.Id/File_Data/Artikel/8. Turnitin Online Customer Review And Online Customer Rating On Purchase Intention In Online Shop.Pdf
Nuraeni, Y. S., & Irawati, D. (2021). The Effect Of Online Customer Review, Quality Product, And Promotion On Purchasing Decision Through Shopee Marketplace (A Case Study Of Ubsi College Student). Procuratio : Jurnal Ilmiah Manajemen, 9(4), 439–450. Https://Doi.Org/10.35145/Procuratio.V9i4.1704
Oxtafiani, N., & Widowati, S. Y. (2017). Analysis Of Effect Of Service Quality, Quality Products, And Prices On Customer Satisfaction (Case Study At PT Asuransi Tri Pakarta Customer Branch Semarang). Economics & Business Solutions Journal, 1(1), 35–44.
Prakoso, D. A., Wahono, B., & Hardaningtyas, R. T. (2021). Pengaruh Kualitas Produk, Customer Trust, Dan Online Customer Rating Terhadap Keputusan Pembelian Di E-Commerce Shopee (Studi Pada Customer Shopee Di Malang). Jurnal Riset Manajemen, 60–67.
Priangga, I., & Munawar, F. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di Marketplace Lazada ( Studi Pada Mahasiswa Di Kota Bandung ). Jurnal Bisnis Manajemen & Ekonomi, 19(2), 399–413.
Psarommatis, F., Prouvost, S., May, G., & Kiritsis, D. (2020). Product Quality Improvement Policies In Industry 4.0: Characteristics, Enabling Factors, Barriers, And Evolution Toward Zero Defect Manufacturing. Frontiers In Computer Science, 2(26), 15. Https://Doi.Org/10.3389/Fcomp.2020.00026
Pustap, E. S. S., & Wulandari, R. (2020). Analysis Of Online Consumer Review And Online Consumer Rating To Consumer Trust And Purchase Decision On E-Commerce Jakmall.Com. International Journal Of Innovative Science And Research Technology, 5(2), 181–189.
Rahayu, S. (2021). Pengaruh Harga, Kepercayaan Dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna E-Commerce Tokopedia. MBA, 20(1), 40–50. Https://Doi.Org/10.33557/Mbia.V20i1.1271
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Ramadhana, R., & Ratumbuysang, M. F. N. G. (2022). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace. Ekonomi. Http://Repostrory.Unej.Ac.Id
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Sahara, N. I., & Prakoso, F. A. (2020). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Lazada (Studi Di Wilayah Jakarta Selatan). Prosiding Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA).
Santoso, J. B. (2019). Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Kepuasan Dan Loyalitas Konsumen. Jurnal Akuntansi Dan Manajemen, 16(01), 127–146. Https://Doi.Org/10.36406/Jam.V16i01.271
Sari, W. H. P., Efendi, A., & Saptiani, F. (2021). Pengaruh Promosi, Online Customer Review , Dan Online Customer Rating Terhadap Keputusan Pembelian ( Studi Pada Pengguna Marketplace Shopee Di Indonesia). Jurnal Kompetitif Bisnis, 1(6), 365–375.
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