The THE EFFECT OF PRODUCT REVIEWS AND RATINGS ON CONSUMER PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE
THE EFFECT OF PRODUCT REVIEWS AND RATINGS ON CONSUMER PURCHASE DECISIONS ON THE SHOPEE MARKETPLACE
DOI:
https://doi.org/10.23969/jp.v10i03.31599Keywords:
Product Reviews, Ratings, Purchase Decisions, Marketplace, Shopee.Abstract
This study investigates the influence of product reviews and ratings on consumer purchasing decisions on the Shopee platform in Jember. Using a quantitative approach, an online survey was conducted on 100 randomly selected partisipants, and the data was analyzed using multiple linear regression through SPSS. The analysis results indicate that product reviews have a positive and significant influence on purchasing decisions (β = 0.361; p < 0.01), while ratings have a greater influence (β = 0.613; p < 0.01). The F-test indicates that both variables simultaneously influence purchasing decisions (F = 85.885; p < 0.001), with an Adjusted R² of 0.632, meaning that 63.2% of the variation in purchasing decisions can be explained by reviews and ratings. These findings suggest that sellers should focus on improving product and service quality and optimizing the review system to enhance online reputation and consumer shopping experience.
Keywords: Product Reviews, Ratings, Purchase Decisions, Marketplace, Shopee
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2. The Influence of Rating
Variables on Consumer
Purchase Decisions in the
Shopee Marketplace (H2)
The rating variable (X2) also
has a positive and crucial influence on
consumer purchase decisions on the
Shopee marketplace. This can be
seen from the crucial value of the
rating (X2) of 0.00, which is smaller
than the crucial limit of 0.05. In
addition, the t-value of the table is
calculated by the formula t (α/2; n-k-1)
= t (0.025; 97) = 1.98472. Thus, the
calculated t-value obtained is greater
than the table t-value (6.646 >
1.98472), resulting in H0 being
rejected and H2 being accepted. Thus,
it can be partially concluded that
ratings have a crucial effect on
purchase decisions on the Shopee
marketplace.
Table 1.3
F Test Results
ANOVA
Model
Sum
of
Squ
ares
d
f
Me
an
Squ
are
F Its
elf.
1
Regr
essio
n
139
7.54
2
2
698
.77
1
85.
88
5
<.0
01
b
Resid
ual
789.
208
9
7
8.1
36
Total
218
6.75
9
9
Source : Primary data processed,
2025
Test F Results (Simultaneous)
According to Pardede and
Manurung (2014:28), the F test is
used to measure the simultaneous
influence of independent variables on
dependent variables (Y). This test
procedure involves comparing the
calculated F values with the F table. If
the calculated value F is greater than
the F of the table, then the proposed
regression model is considered
feasible or appropriate. In this case,
the F table is calculated using the
formula F = f(k; n-k), where k and n are
the number of variables and the total
sample, respectively, so that for F = (2;
100 – 2), the value of F of the table is 3.09
with a crucial rate of 5%. The results
of the F test can be seen in the
following table 1.3:
According to the findings of the
test shown in the table above, the
calculated F value was 85.885 while
the F value of the table was 3.09.
Therefore, it can be concluded that F
counts are greater than F tables,
which are 85.885 > 3.09. In addition,
the crucial level obtained is 0.00, a
significance value (p-value) that is
smaller than 0.05. Thus, H0 is rejected
and H3 is accepted. This shows that
the product review variables (X1) and
rating (X2) collectively have a crucial
impact on consumer purchase
decisions on the Shopee
marketplace.
Determination Coefficient Test
Results
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