PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Shopee di Bandar Lampung)

M. DIMAS, RAMADHAN (2026) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Shopee di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan e-commerce di Indonesia mengalami pertumbuhan yang sangat pesat, dengan Shopee menjadi salah satu marketplace terpopuler. Online Customer Review (OCR) dan Online Customer Rating (OCR) menjadi faktor penting yang mempengaruhi keputusan pembelian konsumen di platform digital. Penelitian ini bertujuan menyelidiki pengaruh Online Customer Review dan Online Customer Rating terhadap keputusan pembelian pada marketplace Shopee dalam perspektif bisnis Islam, khususnya pada pengguna Shopee di Bandar Lampung. Studi ini juga membahas relevansi praktik OCR dan OCR dengan prinsip-prinsip bisnis Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan teori SOR (Stimulus Organism Response) dan Theory of Planned Behavior (TPB), serta mengintegrasikan prinsip-prinsip bisnis Islam dalam analisisnya. Sampel terdiri dari 96 pengguna Shopee di Bandar Lampung yang dikumpulkan melalui kuesioner elektronik. Data dianalisis menggunakan regresi linear berganda untuk menguji pengaruh setiap variabel terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa Online Customer Review dan Online Customer Rating secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Marketplace Shopee. Online Customer Review memiliki dampak yang lebih besar secara parsial dibandingkan Online Customer Rating. Kesimpulan penelitian ini menekankan pentingnya kredibilitas dan kejujuran dalam memberikan ulasan sesuai dengan prinsip bisnis Islam. Oleh karena itu, platform e-commerce dan pelaku bisnis online disarankan meningkatkan sistem verifikasi ulasan serta edukasi konsumen mengenai pentingnya testimoni yang jujur sesuai nilai-nilai Islam. Dengan meningkatnya pemahaman ini, diharapkan pengguna Shopee dapat mengambil keputusan pembelian yang lebih bijak dan sesuai dengan prinsip-prinsip Islam. Kata kunci: Online Customer Review, Online Customer Rating, Keputusan pembelian, E-commerce, Bisnis Islam, Shopee. ABSTRACT The development of e-commerce in Indonesia has experienced very rapid growth, with Shopee becoming one of the most popular marketplaces. Online Customer Review (OCR) and Online Customer Rating (OCR) have become important factors influencing consumer purchasing decisions on digital platforms. This study aims to investigate the influence of Online Customer Review and Online Customer Rating on purchasing decisions in the Shopee marketplace from an Islamic business perspective, particularly among Shopee users in Bandar Lampung. This study also discusses the relevance of OCR and OCR practices with Islamic business principles. This study employs a quantitative approach using the SOR (Stimulus Organism Response) theory and Theory of Planned Behavior (TPB), as well as integrating Islamic business principles in its analysis. The sample consists of 96 Shopee users in Bandar Lampung collected through electronic questionnaires. The data were analyzed using multiple linear regression to examine the influence of each variable on purchasing decisions. The research findings indicate that Online Customer Review and Online Customer Rating simultaneously have a positive and significant influence on purchasing decisions in the Shopee Marketplace. Online Customer Review has a greater partial impact compared to Online Customer Rating. The conclusion of this study emphasizes the importance of credibility and honesty in providing reviews in accordance with Islamic business principles. Therefore, e-commerce platforms and online business actors are advised to improve review verification systems and consumer education regarding the importance of honest testimonials in accordance with Islamic values. With increased understanding, it is expected that Shopee users can make wiser purchasing decisions in accordance with Islamic principles. Keywords: Online Customer Review, Online Customer Rating, Purchasing decisions, E-commerce, Islamic Business, Shopee.

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