Pengaruh Online Consumer Review, Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee Di Jakarta Selatan

  • Sheren Regina Noviani Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta
  • Tito Siswanto Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta
Keywords: Purchase Decision, Online Consumer Review, Rating, Price Perception

Abstract

The rapid increase in technology provides changes and influences on consumer behavior in all activities. Now changes in people's lifestyles, which tend to be consumptive, are the impact of changes in consumer behavior in terms of shopping from offline to online. Before making a purchase, consumers usually look for product information, one of which is by looking at the online review and rating features. In addition, the price offered creates a perception for consumers before making a purchase decision. This study aims to analyze how the influence of online consumer reviews, ratings, and price perceptions on the purchasing decisions of millennial consumers at the Shopee marketplace in South Jakarta. The population of this study was conducted on millennial generation consumers in South Jakarta. The number of samples in this study were 96 respondents using purposive sampling technique. Data analysis using SEM (Structural Equation Modeling) with SmartPLS 3.0 and through SPSS version 25 software, which is partially processed with PLS (Partial Least Square) while simultaneously processed with SPSS 25 software. Partial research results from each online consumer construct reviews, ratings, and price perceptions have a positive and significant influence on purchasing decisions. All exogenous constructs simultaneously have a positive and significant effect on endogenous constructs.

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Published
2022-05-01