Analisis Pengaruh Ulasan Pelanggan terhadap Peningkatan Penjualan Produk pada Platform E-Commerce Shopee
- Abit Irawan Universitas Teknokrat Indonesia, Bandar Lampung, Indonesia
-
Damayanti Damayanti
*
Universitas Teknokrat Indonesia, Bandar Lampung,
Indonesia
(*) Corresponding Author
Abstract
This study aims to analyze the influence of customer reviews on increasing product sales on the Shopee e-commerce platform. The background of this research is based on the rapid growth of internet users and online shopping trends in Indonesia, which have driven the expansion of digital commerce activities. This research employs a quantitative approach using survey and literature study methods. The study was conducted in Bandar Lampung City with 50 respondents who are active Shopee users that have made purchases, read, and provided product reviews within the last three months. Although the number of respondents is relatively limited and covers only one region, the findings still provide an initial overview of consumer behavior on the Shopee platform. Primary data were collected through questionnaires using a Likert scale of 1–5, while secondary data were obtained from documentation and relevant literature. Data analysis was conducted using validity tests, normality tests, F-tests, and t-tests with the assistance of SPSS version 25 software. The results show that the customer review variable has a positive and significant influence (Sig. < 0.05) on product sales growth. The F-value of 65.591 and t-value of 7.175 indicate a strong relationship between customer reviews and consumer purchasing decisions. Therefore, it can be concluded that customer reviews are an important factor in building trust, enhancing product reputation, and increasing sales on the Shopee e-commerce platform, although the results of this study are still limited in terms of national generalization.
Downloads
References
Agustina, S. A., & Transistari, R. (2023). The Effect of Online Customer Reviews, Online Customer Ratings, and Influencers on Purchase Decisions. Telaah Bisnis, 24(1), 83. https://doi.org/10.35917/tb.v24i1.398
Alamin, Z., Missouri, R., Sutriawan, S., Fathir, F., & Khairunnas, K. (2023). Perkembangan E-commerce: Analisis Dominasi Shopee sebagai Primadona Marketplace di Indonesia. J-ESA (Jurnal Ekonomi Syariah), 6(2), 120–131. https://doi.org/10.52266/jesa.v6i2.2484
Azizah, N. A., & Ernawati, T. (2024). Analisis Sentimen Ulasan Pelanggan Terhadap Produk Roti Macan Artisan Di E-Commerce Tokopedia Menggunakan Metode Clustering. Journal of Information System, Applied, Management, Accounting and Research, 8(3), 580. https://doi.org/10.52362/jisamar.v8i3.1576
Dan Ulasan Produk, M., Budianto, C., Hidayah, T., & Qomaruzzaman Ratu Edi, B. (2023). Analisis Pengaruh Harga, Promosi, Kualitas Layanan, Citra. Jurnal Manajemen Bisnis Dan Manajemen Keuangan, 4(1), 66–80.
Fadhlillah, A. D., & Hidayati, R. (2022). Analisi Pengaruh Ulasan Pelanggan, Citra Merk, Dan Intensitas Promosi Terhadap Pembuatan Keputusan Pembelian (Studi Empiris. Diponegoro Journal Of Management, 11, 1–13.
Hidayat, R., Kusuma, I. R., Rida Alisya, K., Wulandari, Y. A., Bisnis, A., Pembangunan, U., Veteran, N. ", & Timur, J. (2024). Pengambilan Keputusan Konsumen Dalam Era E-Commerce: Peran Rekomendasi Sistem dan Ulasan Produk. Jurnal Ilmiah Multidisiplin, 2(1), 133–143.
Ikhsan, F. M., Yacob, S., & Suleman, D. (2023). Impact of Online Customer Reviews and Ratings on Electronic Product Purchases: a Tokopedia Platform Survey Among Productive Age Consumers in Jambi City. Journal of Business Studies and Mangement Review, 7(1), 52–57. https://doi.org/10.22437/jbsmr.v7i1.27980
Imamatuz Zakiyah, Afifatus Sholikhah, Ummi Lathifatus Sholichah, Nur Qomariyah, Nuriya Sinta Dewi, Heni Nur Aidah, & Sandy Bramantyo. (2024). Pengaruh Rating dan Ulasan Pelanggan di E-commerce Terhadap Keputusan Pembelian Skincare Somethinc pada Konsumen di Prambon. Ekonomi Keuangan Syariah Dan Akuntansi Pajak, 1(3), 134–143. https://doi.org/10.61132/eksap.v1i3.205
Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: Moderating role of perceived risk. Data Science and Management, 1(1), 13–22. https://doi.org/https://doi.org/10.1016/j.dsm.2021.02.004
Jumawan, J., Soesanto, E., Cahya, F., Putri, C. A., Permatasari, S. A., Setyakinasti, S., & Ottay, M. L. (2024). Pengaruh Online Consumer Review Dan Kualitas Produk Terhadap Keputusan Pembelian Di Marketplace Shopee. SENTRI: Jurnal Riset Ilmiah, 3(6), 2854–2862. https://doi.org/10.55681/sentri.v3i6.2964
Mochamad Fali Septokasya. (2024). The Influence of Consumer Reviews on Purchasing Decisions on Shopee E-Commerce, Indonesia. International Journal Administration, Business & Organization, 5(5), 118–128. https://doi.org/10.61242/ijabo.24.362
Monica, T., & Tjiptodjojo, K. I. (2025). Pengaruh Promosi Penjualan dan Ulasan Pelanggan Online terhadap Keputusan Pembelian. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(1), 949–954. https://doi.org/10.54371/jiip.v8i1.6665
Mudigere, L. K., & Mishra, S. (2016). The Effect of Online Customer Reviews on Consumer Purchase Intention. International Journal of Marketing and Business Communication, 5(3), 34–42. https://doi.org/10.61992/jiem.v8i1.200
Noviana, W. (2024). Analisis Peran Ulasan Pelanggan dalam Meningkatkan Konversi Penjualan pada Pembelajaran E-Commerce. 1, 52–58.
Parawansa, K. I., & Sarjita, S. (2023). Pengaruh Promosi Penjualan dan Ulasan Produk terhadap Keputusan Pembelian Online Pengguna E- Commerce Lazada Pada Masyarakat di Kecamatan Plumpang Kabupaten Tuban. Jurnal Bisnis, Manajemen, Dan Akuntansi, 10(2), 153–166. https://doi.org/10.54131/jbma.v10i2.169
Putri, A. A., ’Aisyi, L. R., Permatasari, P. D., & Iskandar, T. (2024). Analisis Perilaku Mahasiswi Sebagai Konsumen Muslim Terhadap Daya Beli Produk Online Di E-Commerce Shopee. Jurnal Manajemen Bisnis, 27(2), 8–24.
Sahabuddin, R., Risnayani, A., Rofiidah, S. A., & Dipoatmodjo, T. S. P. (2024). Analisis Dampak Review Produk di Shopee Terhadap Minat Beli Dengan Kepercayaan Pelanggan Sebagai Mediator. Journal Management & Economics Review (JUMPER), 2(1), 43–52.
Sudirjo, F., Ratnawati, Hadiyati, R., Sutaguna, I. N. T., & Yusuf, M. (2023). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE Ratnawati 2 Politeknik Pertanian Negeri Pangkep 2. Journal of Management and Creative Business (JMCBUS), 1(2), 156–181.
Suman, E. F., & Kurniawati, K. (2024). How Do Trust, Customer Review and Product Risk Affect Customer Engagement in Influencing Purchase Intention in e-Commerce Transactions? Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 14(1), 201–218. https://doi.org/10.30588/jmp.v14i1.1869
Thamrin, H. &. (2021). Marketing Management Studies. Marketing Management, 2(1), 27–35. https://doi.org/10.24036/mms.v3i4.457
Tri Adriyanto, A., Prasetyo, A., & Semarang, U. (2023). The Impact of Online Customer Reviews and Online Customer Ratings towards purchasing Intention Through Consumer Brand Perception As An Intervening Variable. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 7(2), 2023.
Winarni, R., Reza, Y. A., Maulana, M. A., & Muchsam, Y. (2024). Pengaruh Ulasan dan Rting Terhadap Peringkat Penjual di Shopee. Jurnal Pijar Studi Manajemen Dan Bisnis, 1(3), 566–577.
Zanah, E. M., & Savitri, E. (2024). Peran Customer Review dalam Meningkatkan Kepercayaan Konsumen di Platform E-Commerce. Prosiding Seminar Nasional Manajemen, 4(1), 475–479.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Analisis Pengaruh Ulasan Pelanggan terhadap Peningkatan Penjualan Produk pada Platform E-Commerce Shopee
Pages: 644-651
Copyright (c) 2025 Abit Irawan, Damayanti Damayanti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
