Research Article
The Influence of Online Customer Reviews, Online Customer Ratings and Ease of Use on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on the Shopee Marketplace User Community in Yogyakarta)
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320911, author={Sri Berliana Santi Putri Setiawan and Sukardi Sukardi}, title={The Influence of Online Customer Reviews, Online Customer Ratings and Ease of Use on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on the Shopee Marketplace User Community in Yogyakarta)}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={online customer review online customer rating ease of use and purchase decision}, doi={10.4108/eai.10-8-2022.2320911} }- Sri Berliana Santi Putri Setiawan
Sukardi Sukardi
Year: 2022
The Influence of Online Customer Reviews, Online Customer Ratings and Ease of Use on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on the Shopee Marketplace User Community in Yogyakarta)
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320911
Abstract
The purpose of this study is to determine the impact of online customer reviews, ratings, and ease of use on purchasing decisions for fashion products on the Shopee Marketplace. The population in this study was all Yogyakarta Shopee marketplace users, and purposive sampling was used with a sample of 230 respondents from Yogyakarta Shopee marketplace users. This research employs quantitative methods. A Google form link is used in the data collection technique. Multiple Linear Regression, T test, and F test were used for data analysis with the SPSS 25 application. The findings demonstrate that online customer reviews, online customer ratings, and ease of use all have a significant impact on employee performance, with online customer reviews having a partial positive and significant impact on purchasing decisions, online customer ratings having a similar positive and significant impact on purchasing decisions, and ease of use also having a similar positive and significant impact on purchasing decisions. A R Square value of 0.401 shows that online customer reviews, online customer ratings, and ease of use can each account for 40.1% of purchasing decisions, with the other 59.9% being explained by factors outside the scope of this study.