Pengaruh Online Customer Rating, Influencer Review Terhadap Minat Beli Mahasiswa Pendidikan Ekonomi Pada Shopee
DOI:
https://doi.org/10.29407/w0q21797Keywords:
E-commerce, Influencer Reviews, Purchase Intent, Online Customer RatingsAbstract
The advent of information technology has ushered in a digital age, significantly transforming consumer behavior in Indonesia, where 77% of the population was online by January 2023. E-commerce has emerged as a pivotal platform for instant transactions, with Shopee becoming a leading player in Southeast Asia since its launch in 2015. This study aims to explore the influence of online customer ratings and influencer reviews on the purchasing intentions of students from the Economic Education program at Universitas Nusantara PGRI Kediri. By employing a quantitative, causal-comparative approach, data was gathered through online questionnaires. The findings reveal that both online ratings and influencer reviews significantly affect students' buying intentions, highlighting the importance of digital social indicators over traditional advertising methods. This research provides insights for marketers in understanding consumer decision-making dynamics in the e-commerce landscape, particularly in shaping strategies for platforms like Shopee
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