Pengaruh Rating dan Online Customer Review Terhadap Keputusan Pembelian Bandeng Presto Bu Rohana Pada Marketplace Shopee

Al Fasya, Alvita Cemeilya (2026) Pengaruh Rating dan Online Customer Review Terhadap Keputusan Pembelian Bandeng Presto Bu Rohana Pada Marketplace Shopee. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

Consumers purchasing food products through online marketplaces cannot directly assess product quality before delivery. Consequently, ratings and online customer reviews serve as important quality signals. However, previous studies have reported inconsistent findings regarding their effects on purchasing decisions, particularly for processed fishery products sold by micro, small, and medium enterprises (MSMEs). This study examines the effects of ratings and online customer reviews on purchasing decisions for Bandeng Presto Bu Rohana on Shopee. The product was selected based on its strong sales performance, numerous customer reviews, and high ratings. Data were collected through a Google Forms questionnaire involving 96 respondents selected using purposive sampling. Respondents were at least 17 years old, had purchased the product through Shopee, and had submitted a review. Data were analyzed using descriptive statistics and partial least squares structural equation modeling (PLS-SEM) with WarpPLS. The results indicate that ratings positively and significantly affect purchasing decisions (path coefficient = 0.468; p < 0.001). Online customer reviews also have a positive and significant effect (path coefficient = 0.531; p < 0.001) and exert a stronger influence. Both variables explain 57.2% of the variance in purchasing decisions. These findings suggest that MSMEs should prioritize managing detailed and credible customer reviews to strengthen purchasing decisions on Shopee.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Rizkiyah, Noor	NIDN1120077401	noor.rizkiyah.agribis@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIDN0012089202	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Alvita Cemeilya Al Fasya

Date Deposited:

27 Oct 2026 01:43

Last Modified:

27 Oct 2026 01:46

URI:

https://repository.upnjatim.ac.id/id/eprint/61169