Dampak Rating dan Ulasan Konsumen terhadap Keputusan Pembelian di E-Commerce

Abstract

This study examines the influence of consumer ratings and reviews on purchasing decisions on e-commerce platforms. High product ratings are usually considered an indication of good quality, which can increase potential buyers' trust, reduce uncertainty, and strengthen their intention to make a purchase. Conversely, low ratings often reduce purchase interest because they are considered to reflect dissatisfaction or low quality. Consumer reviews provide more detailed user experience information, where positive reviews tend to increase confidence in a product or seller, while negative reviews can raise doubts and encourage potential buyers to choose alternative products. This study uses a quantitative approach with a survey method involving a questionnaire as a data collection instrument. The research sample consisted of active consumers who made purchases through e-commerce platforms. The data collected were analyzed using linear regression to identify the extent to which consumer ratings and reviews influence purchasing decisions. Overall, the combination of high ratings and positive reviews has the potential to increase sales conversions, while low ratings and negative reviews can hinder conversion rates and affect seller reputation. As a marketing strategy, sellers can utilize ratings and reviews to improve product quality and customer relationships.

Keywords: Rating, Consumer Reviews, Purchase Decisions, E-Commerce