The influence of reviews, online shopping experience, and free shipping on purchasing decision at Shopee marketplace in Medan

Chandra, Aurelya (2024) The influence of reviews, online shopping experience, and free shipping on purchasing decision at Shopee marketplace in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Shopee is one of the favourite marketplaces in Indonesia. Consumer purchasing decisions are the main thing that needs attention. Ratings given by consumers due to less responsive applications, less than optimal customer service and shipping problems that are still delayed. Consumers always consider views on products in making purchases Customer experience significantly influences purchasing decisions because customers naturally visit or do business based on their pleasant experiences. Consumers can see other consumer reviews as an indicator of the popularity of a product which can influence the desire to buy the product. The research method in this study is quantitative and descriptive using a causality study with a sample of 120 consumers. Respondents are customers who are taken using sampling criteria using nonprobability with snowball sampling. The distribution of questionnaires has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results showed that reviews, online shopping experience, free shipping simultaneously had a positive and significant effect on purchasing decisions with a coefficient of determination of 41.2%, while partially reviews, online shopping experience, free shipping had a positive and significant effect on purchasing decisions. It can be recommended to Shopee to implement a verification system regarding reviews displayed from actual buyers, provide interactive tutorials that are easy to access and understand, increase the visibility of free shipping offers by displaying the information clearly and prominently on product pages, requiring sellers to verify their identity / Shopee merupakan salah satu marketplace favorit di Indonesia. Keputusan pembelian konsumen menjadi hal utama yang perlu diperhatikan. Rating yang diberikan oleh konsumen karena aplikasi yang kurang responsif, pelayanan pelanggan yang kurang optimal dan permasalahan pengiriman yang masih ada keterlambatan. Konsumen selalu mempertimbangkan pandangan mengenai produk dalam melakukan pembelian Pengalaman pelanggan secara signifikan mempengaruhi keputusan pembelian karena pelanggan secara alamiah mengunjungi atau melakukan bisnis berdasarkan pengalaman mereka yang menyenangkan. Konsumen dapat melihat ulasan konsumen lain sebagai indikator kepopuleran sebuah produk yang dapat mempengaruhi keinginan untuk membeli produk tersebut. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausalitas dengan sampel sebanyak 120 konsumen. Responden merupakan pelanggan yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan nonprobability dengan snowball sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa review, pengalaman berbelanja online, gratis ongkir secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 41.2%, sedangkan secara parsial review, pengalaman berbelanja online, gratis ongkir berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat direkomendasikan kepada Shopee untuk menerapkan sistem verifikasi mengenai ulasan yang ditampilkan berasal dari pembeli yang sebenarnya, menyediakan tutorial interaktif yang mudah diakses dan dipahami, meningkatkan visibilitas penawaran gratis ongkos kirim dengan menampilkan informasi tersebut secara jelas dan mencolok di halaman produk, mewajibkan penjual untuk memverifikasi identitas mereka.

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