The Effect of Online Customer Ratings, Online Customer Reviews and Free Shipping Vouchers on Purchase Decisions in the Shopee Application
DOI:
https://doi.org/10.61536/escalate.v4i02.683Keywords:
Free Shipping Voucher, Online Customer Rating, Online Customer Review, Purchase DecisionAbstract
The growth of e-commerce in Indonesia is driving changes in consumer behavior when making online purchases, so factors such as online customer ratings, online customer reviews, and free shipping vouchers become important considerations in purchase decisions on the Shopee app. This study aims to analyze the influence of online customer ratings, online customer reviews, and free shipping vouchers, both partially and simultaneously, on purchase decisions among students of Pasir Pengaraian University. This research is quantitative with a descriptive approach. The research sample consisted of 100 respondents selected using the Slovin formula; data were collected through questionnaires and then analyzed classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that online customer reviews and free shipping vouchers have a positive and significant effect on purchase decisions, while online customer ratings do not have a significant effect. Statistically, the simultaneous test obtained an F-count value of 69.134 with a significance of <0.001 and an Adjusted R Square value of 0.674, indicating that 67.4% of the variation in purchase decisions can be explained by the three research variables. These findings show that students' purchase decisions on the Shopee application are more influenced by the quality of customer reviews and the benefits of free shipping promotions than by product ratings. This study is expected to serve as a reference for e-commerce players in designing more effective digital marketing strategies.
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