THE INFLUENCE OF PRODUCT RATINGS AND SHOPEE CONSUMER REVIEWS ON WARDAH PRODUCT PURCHASE DECISIONS IN BOGOR REGENCY
Keywords:
Pengaruh Rating Produk
Abstract
This study aims to analyze the influence of product ratings and consumer reviews on purchasing decisions for Wardah products on the Shopee e-commerce platform in Bogor Regency . The study used a quantitative approach with an associative research type . The research sample consisted of 100 respondents selected using a purposive sampling technique . Data were collected through a Likert- scale -based questionnaire and analyzed using multiple linear regression with the help of SPSS. The results of the study indicate that partially product ratings have a positive and significant effect on purchasing decisions with a calculated t value of 2.260 and a significance of 0.026. Consumer reviews also have a positive and significant effect with a calculated t value of 6.348 and a significance of 0.000, and have a more dominant influence . Simultaneously , product ratings and consumer reviews have a significant effect on purchasing decisions with a calculated F value of 567.534 and a significance of 0.000. The coefficient of determination (R²) value of 0.921 indicates that both independent variables are able to explain 92.1% of the variation in purchasing decisions . This finding confirms that consumer ratings and reviews are important factors in influencing consumer behavior. consumers in the context of online purchasing .
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Tito, S. A. R. Z., Purba, A. R., Munthe, J. A., Nasution, A. A., Sitanggang, L. K., Siregar, O. M., & Sitorus, U. S. (2025). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee. Warta Dharmawangsa, 19(1). https://doi.org/10.46576/wdw.v19i1.5843
Ambartiasari, G., Yusuf, Z., Kasmaniar, Sarboini, & Amri, S. (2025). Pengaruh Rating dan Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1345–1351. https://doi.org/10.35870/jemsi.v11i3.4094
Anasrulloh, M., Agatha, M. W. H., & Haliza, H. N. (2024). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. Jurnal Ilmiah Ecobuss, 12(1), 13–18. https://doi.org/10.51747/ecobuss.v12i1.1728
Assa, I. R., & Harahap, N. (2025). The Branding Of Wardah On E-Commerce Shopee To Enhance Sales Among Female Consumers In Medan. Jurnal Ranah Komunikasi (JRK), 9(1), 1–12. https://doi.org/10.25077/rk.9.1.1-12.2025
Aurellia, L., Kurniawan, D., & Muntaha, A. (2025). THE ROLE OF BUSINESS COMMUNICATION IN BRIDGING DEVELOPMENT STRATEGIES AND SOCIAL NETWORKS FOR THE ‘BUNDA COLLECTION’ FASHION MSME. Jurnal Ranah Komunikasi (JRK), 9(2), 82–90. https://doi.org/10.25077/rk.9.2.82-90.2025
Christiana, I., & Pratama, R. (2024). Online Customer Review, Online Customer Rating and its Influence on Online Purchasing Decisions Mediated By Trust. Medan International Conference on Economics and Business (MICEB). https://doi.org/https://doi.org/10.30596/miceb.v2i0.523
Dina, P. M., Trihantana, R., & Suryani, E. (2023). Analisis Promosi, Harga Dan Labelisasi Halal Terhadap Keputusan Pembelian Produk Wardah Di Masa Pandemi Covid-19 (Studi Masyarakat Desa Barengkok, Desa Leuwimekar Dan Desa Karehkel, Kecamatan Leuwiliang, Kabupaten Bogor). Sahid Business Journal, 3(1).
Fauzan, G. R., Sakti, B. R. P., & Guslina, I. (2024). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA EVLOGIA COFFEE & SPACE DRAMAGA BOGOR. JIMAPAS: Jurnal Ilmu Manajemen Dan Pemasaran, 2(2), 82–95.
Igo, A., & Sakti, B. R. P. (n.d.). Dasar-Dasar Manajemen Pemasaran (Buku Ajar). Mitra Cahaya Pustaka.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education Limited.
Lema, D. J. S., Mesakh, A. B., & Kasim, A. (2025). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Pada E-Commerce Shopee: Studi Pada Mahasiswa Prodi Administrasi Bisnis Universitas Nusa Cendana. E-BISNIS: JURNAL ILMIAH EKONOMI DAN BISNIS, 18(1), 209–218. https://doi.org/10.51903/e-bisnis.v18i1.2382
Mawardhany, S. K., & Soebiantoro, U. (2025). The Influence of Online Customer Reviews and Promotions on Purchase Intentions of Wardah Cosmetic Products on Shopee in Surabaya. Formosa Journal of Multidisciplinary Research (FJMR), 4(1), 317–330. https://doi.org/10.55927/fjmr.v4i1.13142
Mutmainah, M. (2024). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Fashion di Shopee. JEMPPER, 4(3). https://doi.org/10.55606/jempper.v4i3.5155
Rahmadhana, R., & Ekowati, S. (2022). Pengaruh Trust dan Risk Perception Terhadap Keputusan Pembelian Online Konsumen Shopee di Kota Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(1).
Riyanjaya, N. A., & Andarini, S. (2022). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Minat Beli Produk Wardah Di Situs Belanja Online Shopee. El-Mal: Jurnal Kajian Ekonomi \& Bisnis Islam, 3(5), 927–944. https://doi.org/10.47467/elmal.v3i5.1179
Safitri, H., & Pratama, A. A. (2024). Daya tarik pembelian produk kosmetik di Shopee: Peran ulasan, label halal, harga, dan kualitas pelayanan dengan kategori produk sebagai pemoderator. Journal of Halal Industry Studies, 3(1), 31–43. https://doi.org/10.53088/jhis.v3i1.759
Sakti, B. R. P. (2024). PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN INDOMARET SOLEH ISKANDAR KM 9 BOGOR. JURNAL ILMIAH MANAJEMEN DAN KEWIRAUSAHAAN, 3(1), 26–42. https://doi.org/10.71277/epsp7r29
Sakti, B. R. P. (2026). Manajemen Pemasaran: Konsep, Strategi dan Implementasi. Bukuloka Literasi Bangsa.
Sakti, B. R. P., & Amelia, C. (2023). PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DOSUKA SOSIS DI BEST MEAT SAWANGAN. JURNAL ILMIAH MANAJEMEN DAN KEWIRAUSAHAAN, 3(2), 105–118. https://doi.org/10.71277/gk9g2j22
Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D. Alfabeta.
T., M. R. A., & Saputra, I. (2025). Analisis Faktor yang Berpotensi Mempengaruhi Pembelian Kosmetik pada Platform E-Commerce. TSAQOFAH, 5(6), 6151–6165. https://doi.org/10.58578/tsaqofah.v5i6.7213
Tito, S. A. R. Z., Purba, A. R., Munthe, J. A., Nasution, A. A., Sitanggang, L. K., Siregar, O. M., & Sitorus, U. S. (2025). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee. Warta Dharmawangsa, 19(1). https://doi.org/10.46576/wdw.v19i1.5843
Published
2026-05-03
How to Cite
Nur Fatihah Rizkia, & B. Retno Pratiwi Sakti. (2026). THE INFLUENCE OF PRODUCT RATINGS AND SHOPEE CONSUMER REVIEWS ON WARDAH PRODUCT PURCHASE DECISIONS IN BOGOR REGENCY. Journal Informatic, Education and Management (JIEM), 8(2), 225-235. https://doi.org/10.61992/jiem.v8i2.354
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