The Role of Product Quality, Customer Reviews, Ratings, and E-WOM in Shaping Purchase Decisions for Skintific Products on Shopee

Dea Yosiana Putri; Herni Justiana  Astuti; Erna  Handayani; Totok  Haryanto

doi:10.55927/ajma.v4i1.12573

Authors

Dea Yosiana Putri Universitas Muhammadiyah Purwokerto
Herni Justiana Astuti Universitas Muhammadiyah Purwokerto
Erna Handayani Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ajma.v4i1.12573

Keywords:

Product Quality, Shopee, E-WOM

Abstract

This study analyzes the impact of product quality, online customer reviews, customer ratings, and e-WOM on purchasing decisions for Skintific products on Shopee. Using a quantitative approach, this study involved 100 students from three of the largest universities in Purwokerto who had purchased Skintific products. The sample was selected through purposive sampling. The results showed that product quality and online customer reviews significantly influenced purchasing decisions, surpassing the impact of customer ratings and e-WOM. E-WOM was found to have no significant impact, providing a new perspective on digital marketing strategies on Shopee. This study contributes to a deeper understanding of consumer behavior in e-commerce, by emphasizing the important role of product quality and reviews in shaping purchasing decisions.

Downloads

Download data is not yet available.

References

Agustina, R., Hinggo, H. T., & Zaki, H. (2023). Pengaruh Brand Ambassador , E-Wom , Dan Brand Trust. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 2(1), 433–445.

Aini, E. N., & Andjarwati, A. L. (2020). Pengaruh Gaya Hidup Konsumtif dan Kualitas Produk Terhadap Keputusan Pembelian. BISNIS : Jurnal Bisnis Dan Manajemen Islam, 8(1), 17. https://doi.org/10.21043/bisnis.v8i1.6712

Ali, M. M., Hariyati, T., Pratiwi, M. Y., & Afifah, S. (2022). Metodologi Penelitian Kuantitatif dan Penerapannya dalam Penelitian. Education Journal.2022, 2(2), 1–6.

Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2020). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 120–136. https://doi.org/10.36778/jesya.v4i1.277

Andini. (2024). Compas Market Insight Dashboard: Skintific Menempati Posisi Pertama Penjualan Paket Kecantikan di Q1 2024 dengan Nilai Penjualan Lebih dari Rp 70 Miliar! Compas. https://compas.co.id/article/market-insight-paket-kecantikan-skintific/

Aulia, T., Ahluwalia, L., & Puji, K. (2023). Pengaruh Kepercayaan, Kemudahan penggunaan dan Harga terhadap Keputusan Pembelian pada E-Commerce Shopee di Bandar Lampung. SMART: Strategy of Management and Accounting through Research and Technology, 2, 58–69. https://jim.teknokrat.ac.id/index.php/smart/article/view/3665

Budiman, A., & Martini, N. (2023). The Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions Product electronics in the Shopee marketplace for the Karawang Regency Community. 2, 1–11.

Cahyono, Y. T., & Wibawani, I. D. (2021). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Hubusintek, 1(1), 867–874.

Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224.

Dwijantoro, R., Dwi, B., & Syarief, N. (2022). Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Marketplace Shopee. Jurnal Riset Manajemen Dan Bisnis, 16(2), 63. https://doi.org/10.21460/jrmb.2021.162.392

Efendi, F. B., & Aminah, S. (2023). Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Skintific (Studi pada Mahasiswa UPN “Veteran” Jawa Timur). J-MAS (Jurnal Manajemen Dan Sains), 8(1), 762. https://doi.org/10.33087/jmas.v8i1.1055

Finley, M., & Keni, K. (2022). Pengaruh Health Concsiousness, Perceived Risk Of Covid-19 dan E-Wom terhadap Intensi Membeli Suplemen Vitamin C. Mbia, 21(1), 111–124. https://doi.org/10.33557/mbia.v21i1.1790

Haliza, H. N., & Anasrulloh, M. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Online Melalui Marketplace Shopee Mahasiswa Pendidikan Ekonomi Universitas Bhinneka PGRI. JURNAL ECONOMINA, 2(7), 1756–1766. https://doi.org/10.55681/economina.v2i7.671

Handayani, K. R., Susanti, R., Slamet, U., & Surakarta, R. (2024). Pengaruh Persepsi Kualitas Produk , Citra Merek dan Word of Mouth Terhadap Keputusan Pembelian Produk Perawatan Skintific. 3(3).

Kausaha, L. F., Hidayanti, I., & Damayanti, R. (2023). The influence of online customer review and online customer rating on gofood purchase decisions in the gojek application. 3(1), 20–33.

Khasanah, S., Nurhidayah, & Sholehuddin, S. (2022). Pengaruh Online Customer Review, Keamanan Bertransaksi, Dan Harga Terhadap Keputusan Pembelian Produk Kecantikan Skintific Pada E-Commerce Shopee. 12(02), 221–232.

kotler keller. (2009). Manajemen Pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). Pearson Education.

Lestari, D. P., & Widjanarko, W. (2023). Pengaruh Citra Merek, Persepsi Harga Dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.Id Di Marketplace Shopee. Jurnal Economina, 2(3), 753–765. https://doi.org/10.55681/economina.v2i3.398

Luthfiana, H., & Saputro, N. G. (2024). Pengaruh E-Servise Quality, Citra Merek dan Promosi Penjualan Terhadap Kepuasan Pelanggan E-Commerce Shopee Studi Kasus Pada Skintific Official Store di Wilayah Cimahi Selatan. 6(08), 1–23.

Lystia, C., Winasis, R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Umum Manajemen Terapan, 3(4), 392–403. https://doi.org/10.31933/jimt.v3i4

Mokodompit, H. Y., Lapian, S. L. H. V. J., & Roring, F. (2022). Pengaruh Online Customer Rating, Sistem Pembayaran Cash on Delivery Dan Online Customer Review Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa Dan Alumni Equil Choir Feb Unsrat). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 975. https://doi.org/10.35794/emba.v10i3.43393

Muliasari, D. (2020). the Effect of Product Price and Product Quality on Purchasing Decisions for Samsung Brand Handphones Among Stie Aas Surakarta Students. International Journal of Economics, Business and Accounting Research (IJEBAR), 3(04), 501–506. https://doi.org/10.29040/ijebar.v3i04.805

Nuraeni, R., Eldine, A., & Muniroh, L. (2023). Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Business and Investment Review, 1(5), 109–117. https://doi.org/10.61292/birev.v1i5.53

Nurhabibah, S., Savitri, C., & Faddila, S. P. (2022). The Effect of Online Customer Review and Online Customer Rating on Purchase Decisions at Copyright Grafika Store. 11(01), 221–228.

Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect of E-WOM , Brand Trust , and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site The Effect of E-WOM , Brand Trust , and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. https://doi.org/10.1088/1757-899X/1071/1/012017

Nurillah, S. L., Aini, Z. N., Timur, Y. P., & Widiastuti, T. (2022). Online Review and Rating on Consumer Purchase Intention: the Moderating Role of Religiosity. Jurnal Ekonomi Dan Bisnis Airlangga, 32(2), 160–175. https://doi.org/10.20473/jeba.v32i22022.160-175

Pransiska, L. A., Sumartik, S., & Sari, H. M. K. (2024). Peran Kualitas Produk, Online Customer Review, Dan Customer Rating Terhadap Keputusan Pembelian Produk Kecantikan Pada Tiktokshop. Journal of Economic, Bussines and Accounting (COSTING), 7(2), 3619–3627. https://doi.org/10.31539/costing.v7i2.9055

Priangga, I., & Munawar, F. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di Marketplace Lazada (Studi Pada Mahasiswa Di Kota Bandung). Jurnal Bisnis, Manajemen & Ekonomi, 19(2), 399–413. https://doi.org/10.33197/jbme.vol19.iss2.2021.815

Puspitaningrum, H. D., Arumsari, N. R., & ... (2024). The Influence of Online Customer Reviews, Online Customer Ratings, Influencers on Purchasing Decisions for Skincare Products on the Sociolla Application. Jurnal Ecoment …, 9(1), 47–57. https://ejournal.uigm.ac.id/index.php/EG/article/view/3988%0Ahttps://ejournal.uigm.ac.id/index.php/EG/article/download/3988/2191

Putri, A. R., & Lestari, W. D. (2022). Pengaruh Online Customer Review, Online Customer Rating, E-Service Quality Dan Price Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Eqien - Jurnal Ekonomi Dan Bisnis, 11(1), 1474 – 1481. https://stiemuttaqien.ac.id/ojs/index.php/OJS/article/view/884

Rahmah, R. M., & Supriyono. (2022). Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(2), 2352–2359. https://doi.org/10.35308/jbkan.v6i2.5710

Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh Flash Sale, Live Shopping, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Pada Brand Skintific di Shopee (Studi Kasus Mahasiswa Bhayangkara Jakarta Raya). Jurnal Economina, 2(10), 2740–2755. https://doi.org/10.55681/economina.v2i10.897

Rahmawati, R., Jatmiko, R. D., & Sa’diyah, C. (2022). The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 218. https://doi.org/10.30588/jmp.v12i1.1023

Rehatalanit, Y. L. . (2021). Peran E-Commerce Dalam Pengembangan Bisnis. Jurnal Teknologi Industri, 5(0), 62–69. https://journal.universitassuryadarma.ac.id/index.php/jti/article/view/764

Savitri, C. (2022). The Impact of e-WOM Information Quality, e-WOM Attitude to Ward Information on e-WOM Information Usefulness: a Case of Fashion Product in Market Place. International Journal of Entrepreneurship, 26(1), 1–9.

Schiffman & Kanuk. (2008). Perilaku Konsumen (Edisi 7). Indeks.

Septiani, D., Hasibuan, M., Nurlia, Anggraini, S. R., Hanifah, S. S., & Riofita, H. (2023). Pengaruh harga dan promosi terhadap perilaku konsumtif mahasiswa pada E-Commerce Shopee (studi kasus: Program Studi Pendidikan Ekonomi UIN Sultan Syarif Kasim). NERACA : Jurnal Ekonomi, Manajemen Dan Akuntansi, 1(5), 311–318. https://jurnal.kolibi.org/index.php/neraca/article/view/508

Sianipar, F. A. H., & Yoestini. (2021). Analisis Pengaruh Customer Review dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(1), 1–9. http://ejournal-s1.undip.ac.id/index.php/dbr

Simamora, V., & Maryana, D. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada Aplikasi Tokopedia Dimoderasi Oleh Kualitas Produk. Cakrawala Repositori IMWI, 6(1), 666–680. https://doi.org/10.52851/cakrawala.v6i1.189

Sitohang, L. M., Kartika, I., Gitama, G. N. D. P., & Pranata, S. (2023). Pengaruh Selebgram Endorse Dan Promosi Online TerhadapKeputusan Pembelian Skincare Npure. Jurnal Witana (JW), 01(02), 15–21. https://jurnalwitana.com/index.php/jw/article/download/14/13

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Syafa’at, F., Astuti, H. J., Hidayah, A., & Innayah, M. N. (2024). Pengaruh Online Customer Review, Online Customer Rating, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Di Shopee. JMBI : Jurnal Manajemen Bisnis Dan Informatika, 5(1), 50–65. https://doi.org/10.31967/prodimanajemen.v5i1.1105