Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Aerostreet Pada Marketplace Shopee

Priasmoro, Valent Lutfan and -, Nieldya Nofandrilla, S.E., M.A (2026) Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Aerostreet Pada Marketplace Shopee. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The shift in shopping patterns from conventional to online shopping methods has made it easier for consumers to meet their needs. Many local brands, such as Aerostreet, are competing to optimize technology in their buying and selling activities. However, consumers do not necessarily trust statements made by local brands as business actors. Potential consumers utilize online customer reviews in determining their purchasing decisions. This study aims to understand the influence of online customer reviews on purchasing decisions for Aerostreet products on the Shopee marketplace platform. The SOR theory is used as the foundation of this thinking. An explanatory quantitative method is used and an online questionnaire is distributed as the data collection technique. The sample determination was through purposive sampling with 114 respondents who were active students at the University of Muhammadiyah Surakarta. The study results show that online customer reviews contribute to influencing purchasing decisions for Aerostreet products on the Shopee marketplace platform. The correlation test value indicates a very strong relationship. Online customer reviews play a role in influencing up to 56.4% of the influence, with the remaining 43.5% contributed by variables outside this study.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Online Customer Review, Purchase Decision, SOR, Shopee
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	VALENT LUTFAN PRIASMORO
Date Deposited:	12 May 2026 07:14
Last Modified:	12 May 2026 07:14
URI:	http://eprints.ums.ac.id/id/eprint/145015

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