Pengaruh Customer Review dan Gratis Ongkir terhadap Keputusan Pembelian pada Marketplace Shopee: Studi pada Mahasiswa Universitas Catur Insan Cendekia Cirebon

Abstract

The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly through marketplace platforms such as Shopee. Various promotional features and information provided by online platforms influence consumers in making purchasing decisions. Among these factors, customer reviews and free shipping promotions are considered important in reducing uncertainty and increasing consumers' intention to purchase. This study aims to examine the effect of customer reviews and free shipping on purchasing decisions among students of Universitas Catur Insan Cendekia Cirebon. This research employed a quantitative approach with an associative research design. Data were collected from 91 respondents using a purposive sampling technique through a structured questionnaire. The data were checked for validity and reliability, then analyzed using multiple linear regression, t-test, F-test, and the R-squared value to see how well the model fits. The results show that customer reviews have a good and important influence on how people decide to buy something. Free shipping can make a big difference in how people decide to buy something. Simultaneously, both variables significantly influence purchasing decisions. The R² value of 0.364 shows that customer reviews and free shipping together account for 36.4% of the differences in people's buying choices, but the other 63.6% is due to different factors that weren't studied here. These findings provide insights for e-commerce businesses in optimizing customer review management and promotional strategies to enhance consumers' purchasing decisions.