Analysis of the Role of Online Customer Ratings and Online Customer Reviews in Influencing Purchasing Decisions at Azzahra Digital Printing on Shopee in the Context of Digital Entrepreneurship

Authors

  • Nursa’ada Universitas Negeri Makassar
  • Agus Syam Universitas Negeri Makassar
  • Asmayanti Universitas Negeri Makassar
  • Agus Universitas Negeri Makassar
  • Pahrul Universitas Negeri Makassar

Keywords:

Digital Printing, Entrepreneurship, Online Customer Ratings, Online Customer Reviews, Purchasing Decisions, Shopee

Abstract

This study aims to analyze the role of Online Customer Ratings and Online Customer Reviews in influencing purchasing decisions at Azzahra Digital Printing on Shopee in the context of digital entrepreneurship. This study uses a quantitative approach with a survey method and an associative research design. The study population consisted of 4,911 Azzahra Digital Printing customers during the 2020–2024 period, with a sample of 98 respondents determined using the Slovin formula through a random sampling technique. Data were collected using a questionnaire with a Likert scale and analyzed using multiple linear regression through t-tests, F-tests, and coefficients of determination (R²) with the help of SPSS software. The results of the study show that partially, Online Customer Ratings have a positive effect on purchasing decisions, while Online Customer Reviews also have a positive effect on purchasing decisions. Simultaneously, Online Customer Ratings and Online Customer Reviews influence purchasing decisions with a coefficient of determination (R²) of 0.446, which indicates that 44.6% of the variation in purchasing decisions can be explained by these two variables, while the rest is influenced by other factors outside the study. These findings indicate that strengthening digital reputation through improving customer ratings and review quality plays an important role in driving purchasing decisions and supporting the development of digital entrepreneurship on e-commerce platforms.

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Published

2026-08-12

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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