Analisis pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Produk Fashion Di Shopee (Studi Kasus Masyarakat Kabupaten Bengkalis)

This study aims to analyze how Online customer reviews influence purchasing decisions, the influence of Online customer ratings on purchasing decisions, and to analyze how online customer reviews and online customer ratings influence purchasing decisions for fashion products on Shopee. The type of research used is associative. The population in this study was the people of Bengkalis
Regency. The sampling technique used in this study was Nonprobability sampling with Purposive Sampling technique, with a total of 100 respondents. The data analysis method used was multiple linear regression analysis. The results of this study indicate that online customer reviews have a
significant effect on purchasing decisions with a significance value of 0.003. Online customer ratings have a significant effect on purchasing decisions with a significance value of 0.002. Online customer reviews and Online customer ratings have a significant effect on purchasing decisions with a significance value of less than 0.05, so Ho is rejected and Ha is accepted. The influence of
online customer reviews and online customer ratings on purchasing decisions for fashion products on Shopee is 56.9%. While the remaining 43.1% is influenced by other variables.