Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Konsumen pada Toko Silvouette di Marketplace Shopee

This study aims to analyze the effect of online customer reviews and online customer ratings on consumers' purchase intention at the Silvouette store on the Shopee marketplace, both partially and simultaneously. This study employed a quantitative approach using a survey method. The population consisted of consumers who had read or viewed online customer reviews and online customer ratings on the Silvouette store on Shopee and had the intention to purchase perfume online. The sampling technique used was purposive sampling, with a total of 100 respondents. Primary data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics version 27. The results indicate that online customer reviews and online customer ratings have a positive and significant effect on consumers' purchase intention at the Silvouette store on the Shopee marketplace. Furthermore, online customer ratings were found to have a more dominant influence on purchase intention than online customer reviews, as indicated by the regression coefficient of 0.444, which is higher than the coefficient of 0.226 for online customer reviews.