PENGARUH ONLINE CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP MINAT BELI PRODUK SKINTIFIC PADA PENGGUNA SHOPEE WILAYAH KRAMAT JATI

THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND CUSTOMER RATINGS ON INTEREST IN BUYING SKINTIFIC PRODUCTS FOR SHOPEE USERS IN THE KRAMAT JATI AREA

Abstract

An increasing number of people are engaging in online transactions, especially on Shopee, which has become a platform for Skintific to reach consumers seeking skincare products. Key features that potential buyers often consider when contemplating product purchases include reviews and ratings. This research aims to investigate whether online customer reviews and customer ratings influence the purchasing interest in Skintific products among Shopee users in the Kramat Jati area as the study population. The Lemeshow formula assisted the author in determining a sample size of 97 respondents. Data processing was conducted using the SPSS 26. Based on the research findings, individual online customer reviews (X1) have a significant and positive impact on purchase intention: the t-value exceeds the t-table value (7,153 > 1,986). Similarly, individual customer ratings (X2) also significantly affect purchase intention (9,251>1,986). online customer reviews (X1) and customer ratings (X2) account for 54.7% of the influence on purchasing interest (Y), with the remaining 46.3% attributed to other unexamined variables.                      Keywords: Online Customer Reviews, Customer Ratings, Purchase Interest