Pengaruh Rating, Online Customer Review, dan Harga Terhadap Keputusan Pembelian pada Official Store Xiaomi di Tokopedia

Abstract

This study aims to examine the influence of rating, online customer review, and price on purchasing decisions at the Xiaomi Official Store on Tokopedia. The research uses a quantitative method with a sample of 200 respondents. The sample size was specifically considering the maximum number of arrows leading to a latent construct in the model. Data were collected using questionnaires distributed through an online survey, and analyzed using multiple linear regression. The sampling technique used was non-probability sampling with a purposive sampling approach. The results show that rating, online customer review, and price have a significant positive effect both partially and simultaneously on purchasing decisions. These findings indicate that improving product ratings, managing customer reviews, and offering competitive prices are important strategies to influence consumer buying behavior on e-commerce platforms.