Pengaruh Online Customer Rating Terhadap Purchase Decision yang Dimediasi oleh Brand Image pada Produk Sambal “Dede Satoe” di Platform Shopee

Friandre, Farrel Athala Ramadhana (2026) Pengaruh Online Customer Rating Terhadap Purchase Decision yang Dimediasi oleh Brand Image pada Produk Sambal “Dede Satoe” di Platform Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study was motivated by the growth of e-commerce, which has changed consumer behavior in making purchase decisions. Online customer rating has become one of the digital information sources used by consumers to evaluate products before making a purchase. Sambal “Dede Satoe” products on Shopee have a high rating of 4.9; however, their sales remain relatively lower than those of similar products. This condition indicates that other factors may influence purchase decisions, one of which is brand image. This study aims to analyze the effect of online customer rating on brand image, the effect of online customer rating on purchase decision, the effect of brand image on purchase decision, and the role of brand image in mediating the effect of online customer rating on purchase decision. This study employed a quantitative approach using a survey method involving 100 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0. The results showed that online customer rating has a positive and significant effect on brand image. Online customer rating also has a positive and significant effect on purchase decision. Brand image has a positive and significant effect on purchase decision. Brand image partially mediates the effect of online customer rating on purchase decision. The findings highlight the importance of managing online customer ratings and strengthening brand image to improve consumers' purchase decisions on Shopee. Key words: online customer rating, purchase decision, brand image, consumer behavior, sambal Dede Satoe, shopee

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Setyadi, Taufik	NIDN0630086601	taufiksetyad.agri@upnjatim.ac.id
Thesis advisor	Ftiriana, Nisa Hafi Idhoh	NIDN0021019601	nisa.hafi.agribis@student.upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Farrel Athala Ramadhana Friandre

Date Deposited:

03 Jul 2026 06:20

Last Modified:

03 Jul 2026 06:20

URI:

https://repository.upnjatim.ac.id/id/eprint/54498