Analisis Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Rumah Tangga Pada Marketplace Shopee (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

This study aims to analyze the influence of Online Customer Reviews on purchasing decisions for household products on the Shopee marketplace, focusing on the community in Bengkalis District. The study employs a quantitative method with an associative approach. Data were collected via questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using simple linear regression with the aid of SPSS version 25. The results indicate that Online Customer Reviews have a positive and significant influence on purchasing decisions for household products on Shopee. This influence is evident in how aspects of Online Customer Reviews—such as information usefulness, source credibility, argument quality, valence, and review volume—affect the purchasing decisions of the Bengkalis District community regarding household products on Shopee. The coefficient of determination analysis reveals that the Online Customer Review variable contributes 22.5% to the purchasing decision, while the remaining 77.5% is influenced by factors outside the scope of this study, such as price, product quality, brand image, promotions, trust, service quality, app ease of use, and free shipping.