Pengaruh Positive Online Customer Review dan Kualitas Layanan terhadap Minat Beli Ulang pada E-Commerce Blibli

Ginting, Petra timoti keristian (2026) Pengaruh Positive Online Customer Review dan Kualitas Layanan terhadap Minat Beli Ulang pada E-Commerce Blibli. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of positive online customer review and Service Quality on consumers’ Purchase Intention on the e-commerce platform blibli. The research is motivated by the continuous growth of e-commerce in Indonesia, while blibli’s position in market competition remains behind several other platforms, indicating potential factors affecting consumers’ low purchase intention. This study employs a quantitative approach by distributing questionnaires to 97 respondents who have accessed or made purchases on Blibli, and the data were analyzed using multiple linear regression through SPSS. The results show that Positive Online Customer Reviews and Service Quality have a positive and significant effect on Purchase Intention, These findings indicate that the better consumers perceive positive reviews and the quality of service provided, the stronger their intention to make a purchase.

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