The Influence of Online Customer Reviews, Online Customer Ratings, Cash on Delivery, Free Shipping Taglines, and Product Bundling on Purchase Decisions of Marina Products at the Official Shopee Store
Article Sidebar
Page Numbers:
1634-1656
Digital Object Identifier:
10.58578/mikailalsys.v4i2.10350
Viewed: 42 times
Downloaded: 31 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Grecya Ho1, Enrico Aziezy2*, Wisnu Wijayanto3, Dian Safitri P Koesoemasari4 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
The rapid growth of e-commerce in Indonesia has transformed consumer behavior in online purchasing decisions, particularly as consumers increasingly rely on informational and promotional signals before completing digital transactions. Previous studies on the effects of online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling on purchasing decisions have produced inconsistent findings. This study aims to analyze the effects of online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling on purchasing decisions for Marina products at the Shopee Official Store. This study employed a quantitative method with an explanatory research design. The population consisted of students from the Faculty of Economics and Business at Universitas Wijayakusuma Purwokerto who had purchased Marina products through the Shopee Official Store. Using purposive sampling, 100 respondents were selected as the research sample. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression analysis. The findings indicate that online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling have positive and significant effects on purchasing decisions. Product bundling emerged as the most dominant factor influencing purchasing decisions, whereas Cash on Delivery had the lowest yet still significant effect. The coefficient of determination value of 76.9% indicates that the independent variables strongly explain variations in purchasing decisions. The study concludes that digital marketing strategies based on information quality, promotional incentives, and transaction security play important roles in strengthening consumer purchasing decisions on marketplace platforms. These findings contribute to digital marketing literature by clarifying the combined influence of consumer-generated information, payment security, and promotional strategies, while providing practical implications for companies to improve review quality, maintain product ratings, optimize free shipping promotions, strengthen Cash on Delivery services, and develop product bundling strategies aligned with consumer needs.
Citation Metrics:
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Alivia, P. S. N., Basalamah, M. R., & Wahono, B. (2024). Pengaruh Online Customer Rating, Online Customer Review, dan Gratis Ongkos Kirim terhadap Keputusan Pembelian di Marketplace Shopee: Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis UNISMA. E-JRM: Elektronik Jurnal Riset Manajemen, 13(1), 3631–3639.
Ardianti, A. N., & Widiartanto, W. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee: Studi pada Mahasiswa Aktif FISIP Undip. Jurnal Ilmu Administrasi Bisnis, 8(2), 55–66. https://ejournal3.undip.ac.id/index.php/jiab/article/view/23656
Astuti, S. D. (2022). Pengaruh Diskon dan Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian pada E-Commerce Shopee [Undergraduate thesis, Universitas Muhammadiyah Surakarta]. https://eprints.ums.ac.id/101356/
Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113–120. https://doi.org/10.1016/j.jretconser.2015.07.010
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review, dan Promotion terhadap Keputusan Pembelian pada Marketplace Shopee. Jurnal Mirai Management, 7(2), 14–22. https://doi.org/10.37531/mirai.v7i2.2007
Gude, S. R., Kango, U., & Ismail, Y. L. (2024). Pengaruh Tagline Gratis Ongkir dan Cash On Delivery terhadap Keputusan Pembelian di Marketplace Shopee: Studi kasus pengguna Shopee. YUME: Journal of Management, 7(3), 95–104.
Hakim, A. F., Rachma, N., & Normaladewi, A. (2023). Pengaruh Gratis Ongkos Kirim, Diskon, dan Online Customer Review terhadap Keputusan Pembelian Konsumen TikTok Shop. E-JRM: Elektronik Jurnal Riset Manajemen, 12(2).
Halaweh, M. (2018). Cash on delivery (COD) as an alternative payment method for e-commerce transactions: Analysis and implications. International Journal of Sociotechnology and Knowledge Development, 10(4), 1–12. https://doi.org/10.4018/IJSKD.2018100101
Hastriana, A. Z., & Wildani, A. R. B. (2023). Pengaruh Customer Rating, Promosi Flash Sale, COD, dan Gratis Ongkir terhadap Keputusan Pembelian di Marketplace Shopee. Alkasb: Journal of Islamic Economics, 2(2), 86–100.
Isnaini, K., Devi, Y., & Aisyah, A. (2024). Pengaruh Online Customer Review, Online Customer Rating, dan Layanan Cash On Delivery (COD) terhadap Keputusan Pembelian. Interdisciplinary Explorations in Research Journal, 2(2), 1241–1262. https://shariajournal.com/index.php/IERJ/article/view/636
Istiqomah, M., & Marlena, N. (2020). Pengaruh Promo Gratis Ongkos Kirim dan Online Customer Rating terhadap Keputusan Pembelian Produk Fashion. Jurnal Manajemen, 12(2), 288–298. https://doi.org/10.30872/jmmn.v12i2.7426
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Pearson.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer’s perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Lukyani, D., Arifin, R., & Primanto, A. B. (2024). Pengaruh Pemasaran Cross Selling, Pemasaran Viral, dan Pemasaran Produk Bundling terhadap Keputusan Pembelian pada Produk Skintific. E-JRM: Elektronik Jurnal Riset Manajemen, 13(1), 256–265.
Mokoagow, R., Jan, A. B. H., & Soepeno, D. (2024). Pengaruh Beauty Vlogger, Electronic Word of Mouth, dan Product Bundling terhadap Keputusan Pembelian Produk Skincare Skintific pada Platform TikTok di Kota Manado. Jurnal EMBA, 12(4), 120–131. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/58715
Rahmat, A. F., Harahap, D. A., & Saraswati, N. (2023). Pengaruh Advertising, Brand Ambassador, dan Product Bundling terhadap Purchase Decision pada Produk Scarlett Whitening. Bandung Conference Series: Business and Management, 3(2), 749–757. https://doi.org/10.29313/bcsbm.v3i2.8010
Rahmawati, A. I. (2021). Pengaruh Online Customer Review, Online Customer Rating, dan Kepercayaan terhadap Keputusan Pembelian Online. Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif, 1(1), 18–23. https://doi.org/10.26877/jibeka.v1i1.3
Rohmah, M., Rizal, M., & Athia, I. (2024). Pengaruh Online Customer Rating, Online Customer Review, Cash On Delivery (COD), dan Gratis Ongkos Kirim terhadap Keputusan Pembelian di E-Commerce Lazada. E-JRM: Elektronik Jurnal Riset Manajemen, 13(1), 419–428.
Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga, dan Tagline Gratis Ongkir terhadap Keputusan Pembelian Impulsif secara Online di Shopee. Jurnal Ilmiah Manajemen dan Bisnis, 7(2), 167–179. https://doi.org/10.38043/jimb.v7i2.3841
Sihaloho, W. T., & Patrikha, F. D. (2023). Pengaruh Brand Ambassador, Customer Review, dan Layanan Cash On Delivery terhadap Keputusan Pembelian Konsumen di Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga, 11(3), 334–342. https://doi.org/10.26740/jptn.v11n3.p334-342
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Wixted, J. T. (2020). The forgotten history of signal detection theory. Journal of Experimental Psychology: Learning, Memory, and Cognition, 46(2), 201–233. https://doi.org/10.1037/xlm0000732
Zurni, K., Eliza, A., & Supriyaningsih, O. (2024). Pengaruh Product Bundling dan Fitur Shopee Live Streaming terhadap Minat Beli Customer pada Produk Somethinc dalam Perspektif Bisnis Islam. Jurnal Bintang Manajemen, 2(2), 122–134. https://doi.org/10.55606/jubima.v2i2.3084