PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN
Abstract
This study aims to analyze the influence of Customer Reviews and Customer Ratings on the purchase decisions of women’s clothing at Juragan Mode Bengkulu. The research method used is quantitative, employing data collection through questionnaires distributed to 90 respondents who are consumers of Juragan Mode Bengkulu. Data analysis was conducted using multiple linear regression to test the impact of the two independent variables on the dependent variable.
The results show that both customer reviews and customer ratings have a significant effect on purchase decisions. The coefficient of determination (R²) of 98.5% indicates that the variables Customer Review and Customer Rating can explain the majority of the variation in consumer purchase decisions. These findings provide important implications for Juragan Mode management to optimize digital marketing strategies through improvements in the quality of customer reviews and ratings to increase sales.
Keywords: Customer Review, Customer Rating, Purchase Decision, Women’s Clothing, Juragan Mode Bengkulu.
References
Afifah, N., Pebrianti, W., Setiawan, H., & Author, C. (2023). The Influence Of Live Streaming Shopping, Online Customer Reviews, And Affiliate Marketing On Impulse Buying Trought Customer Trust In E-Commerce Shopee. Ijafibs, 11(3), 460–472. Www.Ijafibs.Pelnus.Ac.Id
Ambartisari, G., Yusuf, Z., Kasmaniar, Sarboini, & Amri, S. (2025). Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Pada Produk Fashion Di Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1345–1351.
Aryandi, J., & Onsardi, O. (2020). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 1(1), 117-127.
Auto, S., & Companies, I. (N.D.)
Cheung, C. M. K., & Thadani, D. R. (2012). The Impact Of Electronic Word-Of-Mouth Communication: A Literature Analysis And Integrative Model. Decision Support Systems, 54(1), 461–470. Https://Doi.Org/10.1016/J.DSS.2012.06.008
Dellarocas, C. (2003). The Digitization Of Word Of Mouth: Promise And Challenges Of Online Feedback Mechanisms. Management Science, 49(10), 1024–1407. Https://Doi.Org/10.1287/Mnsc.49.10.1407.17308
Duralia, O. (2024). The Impact Of Digital Marketing On Consumer Behaviour. Studies In Business And Economics, 19(2), 96–109. Https://Doi.Org/10.2478/Sbe-2024-0027
Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19.
Fauzan Abdillah, R., & Pramesti, A. N. (2024). Seminar Nasional Amikom Surakarta (Semnasa) 2024 Dampak Rating Dan Ulasan Konsumen Terhadap Keputusan Pembelian Di E-Commerce. Seminar Nasional Amikom Surakarta (Semnasa) 2024, November, 1480–1494.
Ghozali. (2020). Pengaruh Customer Review Dan Rating Terhadap Keputusan Pembelian Pada Produk Kosmetik Di Shopee. Jurnal Akuntansi Dan Keuangan, 3(3), 1–9.
Hanifun, I., & Onsardi, O. (2024). Pengaruh Brand Image Dan Promotion Terhadap Keputusan Mahasiswa Baru Memilih Universitas Dehasen Sebagai Tempat Kuliah (Studi Pada Mahasiswa Baru Angkatan 2023). Jurnal Entrepreneur Dan Manajemen Sains (JEMS), 5(2), 365-381.
Imanullah, M., Onsardi, O., Toyib, R., Hidayat, M. T., Wahyudi, I., Abimanyu, A., & Susanto, A. (2021). Pengenalan Website Sekolah Dasar Muhammmadiyah 1 Unggulan Dalam Rangka Meningkatkan Mutu Pembelajaran Dan Promosi Sekolah. Jurnal Pengabdian Masyarakat Bumi Raflesia, 4(1), 483-492.
Intan Dea Pratiwi, & Andi Azhar. (2025). Research Online Purcase Offline: Studying Consumer Behavior In Purchasing Fashion At Juragan Mode Shop In Bengkulu City. Pedagogic Research-Applied Literacy Journal, 2(1), 187–192. Https://Doi.Org/10.70574/9d8tcm67
Istiyati, S., Nuzuliana, R., & Shalihah, M. (2020). Gambaran Peran Ayah Dalam Pengasuhan. Profesi (Profesional Islam) : Media Publikasi Penelitian, 17(2), 12–19. Https://Doi.Org/10.26576/Profesi.V17i2.22
Khairiah, R., & Nurbaeti, A. (2021). Efektivitas Pelaksanaan Kelas Ibu Hamil Dan Dukungan Keluarga Terhadap Kehamilan Sehat Pada Ibu Hamil Di Desa Cileles Wilayah Kerja Puskesmas Cileles Kabupaten Lebak. Jurnal Keperawatan PPNI Jawa Barat, 1(1), 19–28.
Khanza, M., Toyib, R. T., & Onsardi, O. (2021). Implmentasi Algoritma Apriori Untuk Meningkatkan Penjualan Handphone Di Toko Mardha Cell. JSAI (Journal Scientific And Applied Informatics), 4(2), 221-235.
Kintan Oktadinna, N., & Rachmat Fauzan, T. (2024). International Journal Of Management Science And Information Technology The Impact Of Online Reviews And Ratings On Consumer Purchasing Decisions On E-Commerce Platforms. 4(2), 504–515. Https://Doi.Org/10.35870/Ijmsit.V4i2.3373
Lestari, N., & Patrikha, F. D. (2022). Pengaruh Harga Dan Customer Review Terhadap Keputusan Pembelian Produk Fashion Wanita Di Online Marketplace (Studi Kasus Pada Konsumen Di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1635–1642. Https://Doi.Org/10.26740/Jptn.V10n1.P1635-1642
Munandar, J. A., & Onsardi, O. (2021). Faktor-Faktor Yang Mempengaruhi Minat Nasabah Menabung Di Bank Sumsel Babel Kcp Tanjung Sakti. (Jems) Jurnal Entrepreneur Dan Manajemen Sains, 2(1), 43-52.
Muntahanah, M., & Toyib, R. (2020). Penerpan Algoritma Binary Search Dalam Pencarian Data Potensi Investasi Di Kabupaten Seluma Dengan Smartphone. Jsai (Journal Scientific And Applied Informatics), 3(3), 129-136.
Onsardi, O., & Fitri, R. D. (2023). Dampak Relationship Marketing, Store Atmosphere Dan Lokasi Terhadap Minat Beli Pada Toko Moy Stuff. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 4(1), 66-73.
Qiu, K., & Zhang, L. (2024). How Online Reviews Affect Purchase Intention: A Meta-Analysis Across Contextual And Cultural Factors. Data And Information Management, 8(2), 100058. Https://Doi.Org/10.1016/J.DIM.2023.100058
Rahmawati, R., & Onsardi, O. (2022). Korelasi Mutu Pelayanan Dengan Impulse Buying Konsumen UD. Mantan Karyawan Kota Bengkulu. In Prosiding Seminar Nasional Business Corporate (Vol. 1, No. 1, Pp. 23-29).
Saehu, Oktarina, Marsellinus, & Isnardono. (2025). Ulasan Pelanggan Daring Dan Pengaruhnya Terhadap Keputusan Pembelian Di Kalangan Mahasiswa FIA Unija (Online Customer Reviews And Their Influence On Purchase Decisions Among Students Of FIA Unija). Jurnal Administrasi Bisnis, 2(1), 22–30. Https://Jurnal.Universitasjakarta.Ac.Id/Index.Php/Jurnal-Fia-Unija
Sapitri, L., & Onsardi, O. (2021). The Effect Of Brand Image And Product Quality Toward Wardah Cosmetics Consumers’ Loyalty As A Study On Students Management Study Program, Faculty Of Econom Ics And Business, Muhammadiyah University Of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi Review, 1(2), 139-146.
Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).
Toyib, R., Onsardi, O., & Muntahanah, M. (2020). Promosi Produk Pertanian Dan Kerajinan Menggunakan Website Serta Pembukuan Sederhana Di Desa Sido Dadi Kecamatan Arma Jaya Kabupaten Bengkulu Utara. Jurnal Pengabdian Masyarakat Bumi Raflesia, 3(1).
Viona Fenella, I Gusti Ayu Ketut Giantari, I Putu Gde Sukaatmadja, N. K. S. (2025). DOI : Https://Doi.Org/10.24843/EJMUNUD.2025.V14.I2.P01 ISSN : 2302-8912 PERAN KEPERCAYAAN MEMEDIASI ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION Fakultas Ekonomi Dan Bisnis Universitas Udayana , Bali , Indonesia PENDAHULUAN Perkemban. 14(2), 69–83.
Wang, S., Cheah, J. H., Lim, W. M., Kumar, S., Lim, X. J., & Towers, N. (2024). Evolution And Trends In Retailing: Insights From International Journal Of Retail & Distribution Management. International Journal Of Retail And Distribution Management, 52(6), 647–670. Https://Doi.Org/10.1108/IJRDM-10-2022-0377
Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 7(2), 234-254.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
