Pengaruh Online Customer Review dan Persepsi Harga terhadap Keputusan Pembelian Jims Honey melalui Shopee di Cikarang

The Influence of Online Customer Reviews and Price Perception on Jims Honey Purchase Decision via Shopee in Cikarang

Abstract

The rapid growth of e-commerce in Indonesia has transformed consumer purchasing behavior, making factors such as Online Customer Review and Price Perception important considerations in purchasing decisions. As one of the brands marketed through Shopee, Jims Honey faces increasing competition, requiring an understanding of the factors that influence consumers' purchasing decisions. This study aims to examine the influence of Online Customer Review and Price Perception on Purchasing Decisions of Jims Honey products through Shopee among consumers in Cikarang. This research employed a quantitative approach using data collected through questionnaires distributed to 110 respondents during the May–June 2026 period. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 26, supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination analyses. The results of the t-test indicate that Online Customer Review and Price Perception have a positive and significant effect on Purchasing Decisions. The results of the F-test show that Online Customer Review and Price Perception simultaneously have a significant effect on Purchasing Decisions of Jims Honey products through Shopee among consumers in Cikarang.