The Influence of Reviews and Ratings on Purchasing Decisions on Shopee
Keywords:
Reviews, Ratings, Purchasing Decisions, ShopeeAbstract
This study aims to analyze the impact of reviews and ratings on the purchasing decisions of students at Politeknik Negeri Medan on Shopee. In the digital e-commerce era, Shopee is one of the most widely used platforms, offering various products with a review and rating system as key elements in purchasing decision-making. This research employs a quantitative method with a correlational approach. Data were collected through an online survey involving 120 student respondents who actively use Shopee. The results of multiple regression analysis show that both reviews (X1) and ratings (X2) significantly influence students' purchasing decisions (X3), with significance values and correlation coefficients of 0.666 for reviews and 0.659 for ratings. These findings suggest that the higher the rating and the greater the number of positive reviews, the more likely students are to make purchasing decisions. This study recommends that sellers improve product quality and respond to reviews to build consumer trust and enhance purchasing decisions on Shopee.
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Copyright (c) 2025 Gabriel J.S. Girsang, Rotama T.M. Sitorus, Risky R.P. Sianturi, Suci Wahyuni Br Sipayung (Author)
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