Journal of Management and Creative Business (JMCBUS)

Vol.1, No.2 April 2023

e-ISSN: 2962-1119; p-ISSN: 2962-0856, Hal 156-181

THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND

E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC
COMMERCE

Frans Sudirjo1
Universitas 17 Agustus 1945 Semarang1

Ratnawati2
Politeknik Pertanian Negeri Pangkep2

Rini Hadiyati3
Universitas Muhammadiyah Luwuk3

I Nyoman Tri Sutaguna4

Universitas Udayana4

Muhammad Yusuf5
STIA Bandung5

Korespondensi E-mail: frans_sudirjo@yahoo.co.uk

Abstract
Tokopedia online store has seen a drop in visitors; the drop in online shop visitors at Tokopedia
can be interpreted as consumer purchasing decisions at Tokopedia remaining unappealing to
the general public, so the Tokopedia online store redoubles its efforts to prevent customers
from switching to other online store websites. Requirements for elements that impact
purchasing decisions at the Tokopedia online store, such as online customer reviews and the
influence of e-services. The purpose of the review is to decide and assess the impact. 1.
Determine the impact of an online client survey on purchasing decisions. 2. To determine the
impact of e-services on purchasing decisions. 3. To determine the simultaneous impact of
online customer reviews and e-service quality on purchasing decisions. Exploration utilizing
quantitative methodologies. As many as 278 people participated in the exploratory test. SPSS
is used to manage the testing. Given the effect of reviews that online customer reviews influence
purchase choices at the Tokopedia online store, e-service quality influences purchase choices
at the Tokopedia online store, the concurrent impact of online customer reviews and e-service
quality on purchasing decisions at the Tokopedia online store. Tokopedia is an online shopping
mall.

Keywords: Online Customer Reviews, E-Service Quality and Purchasing Decisions.

Abstrak
Toko online Tokopedia mengalami penurunan pengunjung; Turunnya pengunjung toko online
di Tokopedia dapat diartikan keputusan pembelian konsumen di Tokopedia masih belum
menarik bagi masyarakat umum, sehingga toko online Tokopedia menggandakan usahanya
untuk mencegah pelanggan beralih ke website toko online lainnya. Persyaratan elemen yang
memengaruhi keputusan pembelian di toko online Tokopedia, seperti ulasan pelanggan online
dan pengaruh layanan elektronik. Tujuan dari tinjauan adalah untuk memutuskan dan menilai

Received Feruari 20, 2023; Revised Maret 12, 2023; Accepted April 17, 2023
* Korespondensi e-mail, frans_sudirjo@yahoo.co.uk
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE

dampak. 1. Tentukan dampak survei klien online terhadap keputusan pembelian. 2. Untuk
mengetahui dampak e-services terhadap keputusan pembelian. 3. Untuk menentukan dampak
simultan tinjauan pelanggan online dan kualitas layanan elektronik terhadap keputusan
pembelian. Eksplorasi menggunakan metodologi kuantitatif. Sebanyak 278 orang mengikuti
tes eksplorasi. SPSS digunakan untuk mengelola pengujian. Mengingat pengaruh ulasan bahwa
ulasan pelanggan online memengaruhi pilihan pembelian di toko online Tokopedia, kualitas
layanan elektronik memengaruhi pilihan pembelian di toko online Tokopedia, dampak
bersamaan ulasan pelanggan online dan kualitas layanan elektronik terhadap keputusan
pembelian di Tokopedia online toko. Tokopedia adalah pusat perbelanjaan online.

Kata kunci: Ulasan Pelanggan Online, Kualitas E-Service dan Keputusan Pembelian.

1. INTRODUCTION
The development of the internet in the world and especially in Indonesia, is very
influential in various aspects of life, one of which is the business world in Indonesia. The
business world on the internet can also make it easier for people to fulfill their daily needs such
as shopping online at online stores or e-commerceJulianti & Yulfita, (2019), along with the
development of e-commerce there has been a change in people's behavior starting from the
beginning shopping directly at supermarkets, basic food shops and malls. Since the emergence
of e-commerce, people have begun to switch to shopping using the online system, the
convenience of the public in accessing the internet, this can lead to competition between e-
commerce which is sure to compete in providing convenience in shopping so that purchasing
decisions arise.Sinurat & Ali, (2020).Therefore, Tokopedia is one of the e-commerce
companies that has emerged in Indonesia. Tokopedia was founded in 2012 and has been
developing until now, the growth of e-commerce is increasingLatief &
Ayustira,(2020),because the response from the public to shop at e-commerce the response was
very good. Tokopedia e-commerce always enters the top 5 most popular e-commerce in
Indonesia and apart from Tokopedia e-commerce there are various other types of e-commerce,
as follows:
Table 1 Web Data for Online Store Visitors in Indonesia 2020–2022
Online Store Name 2020 2021 2022
Shopee 172,814,200 274,527,500 390,826,700
Tokopedia 521,231,700 320,333,500 355,556,000
Bukalapak 381,541,231 266,222,500 142,913,700
Tokopedia 215,481,300 147,141,600 105,357,100
Blibli 138,255,600 123,200,200 50,170,100

Source: Data at Sports Researcher 2023,https://iprice.co.id/insights/mapofecommerce/

Table 1. Data on e-commerce web visitors in Indonesia for 2020-2022 are in first place,
occupied by e-commerce Shopee, followed by Tokopedia, Bukalapak and lastly occupied by
Tokopedia. Tokopedia e-commerce visitor data starting from 2020-2022 has experienced a
significant decline where in 2020 Tokopedia visitor data is 521,231,700, in 2021 there are
320,333,500 and in 2022 it has decreased by 355,556,000. The decline in e-commerce visitors
at Tokopedia can be said that consumer purchasing decisions at Tokopedia are still not
attractive to the public, so it is necessary to pay attention to Tokopedia e-commerce to minimize

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consumers switching to other e-commerce websites. Tokopedia E-commerce apart from selling
on the website,
Table 2 Ranking Data for Appstore and Playstore Online Stores in Indonesia 2022
Quarter 4

Online store App store Play store ranking

ratings
Shopee 1 1
Tokopedia 2 4
Bukalapak 7 7
Tokopedia 3 3
Blibli 6 5
Source: Data in 2023 Researcher Sports,

In table 2, the appstore and playstore ranking data for online stores in Indonesia, quarter
4, Tokopedia occupies the 3rd position in the appstore and playstore. Shopee took the first
position, so that Tokopedia was unable to compete with the online store, Shopee. The decline
in visitors to the Tokopedia e-commerce website and Tokopedia's e-commerce loss in the
appote and playstore rankings, before making a purchase decision for a product, consumers
usually look for information in various ways, one of which is through previous customer
reviews regarding product reviews they have purchased starting from specifications, the
advantages and disadvantages of the productLatief & Ayustira, (2020). Factors that influence
purchasing decisions are online customer reviews where according to Elwalda et al (2016)
inLatief & Ayustira (2020)Online Customer Reviewsor commonly abbreviated OCR is a
facility that provides access for consumers freely, making it easy to write comments and
consumer responses online about products and services. when consumers after evaluating and
feel the need to buy the product, then consumers will decide to make a purchase. Consumer
purchasing decisions depend on the good and bad comments of a review on the online store,
therefore online customer reviews are indicated to influence consumer purchasing decisions at
the Tokopedia online store.
FORMULATION OF THE PROBLEM
Based on the background that has been described, several research problems can be
formulated as follows:
1. How much influence do online customer reviews have on purchasing decisions at the
Tokopedia online store?
2. How much influence does e-service quality have on purchasing decisions at the Tokopedia
online store?
3. How big is the simultaneous influence of online customer reviews and e-service quality on
purchasing decisions at the Tokopedia online store?
PROBLEM OBJECTIVE
Based on the formulation of the problem that has been described, the purpose of this
study is to know, analyze and explain:
1. To find out the influence of online customer reviews on purchasing decisions at the Tokopedia
online store.
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE

2. To determine the effect of e-service quality on purchasing decisions at the Tokopedia online
store.
3. To find out how much simultaneous influence there is between online customer reviews and e-
service quality on purchasing decisions at the Tokopedia online store.

2. LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

2.1. Online Customer Reviews
In the features of the online shopping application, there is one interesting feature for
consumers in determining the purchasing process, namely online customer reviews. Consumers
generally tend to look at features that see reviews as a reference in determining purchasing
decisions. Online customer review is a form of electronic word of mouth (WOM) which refers
to user-generated content posted on online sites or third-party websites (Mudambi & Schuff
inKamila, KT, Suharyono, & Perwangsa Nuralam, 2019). Mo et al., (2015: 420) explains that
customer review is an audit given from customers in relation to items or administrations that
have been purchased in connection with different angles providing additional data that helps
different buyers by tracking data about items by providing an outline the nature of the items
through the survey gave.. According to Elwalda et al (2016) inLatief & Ayustira (2020) Online
Customer Reviewsor commonly abbreviated OCR is a facility that provides access for
consumers freely, making it easy to write online consumer comments and responses about
products. This Online Customer Review can influence the purchase decision of visitors.
2.2. E-Service Quality
In online shopping the problem is when buying a product where the consumer cannot
feel the item to be purchased physically, it is different when shopping directly at a market or
mall so that the problem of trust or trust in a product arises, consumers can only judge a product
as good whether or not the product images are posted, and reviews from other consumers or
trust in application service quality (E-Service Quality). According to Wu (2014) inMagdalena
& Jaolis (2018)E-Service Quality is a service provided on the internet network as an extension
of the ability of a site to facilitate shopping, purchasing and distribution activities more
effectively and efficiently.
2.3. Buying decision
According toKotler & Armstrong (2016:177)Purchasing decisions are important to
buyer behavior Customer behavior is the investigation of how people, associations, and
associations select, buy, use, and how products, administration, thinking, or meeting meet their
wants and needs.

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2.4. HYPOTHESIS DEVELOPMENT

Research paradigm

Online Customer Reviews

(X1)
1. Source Credibility
2. Quality of Opinion
3. Valance Review
4. Perceived benefits
5. Number of reviews
Putri and Wandebori Purchase Decision (Y)
(2016:257) 1. Choice Product
2. Brand Choice
H3 3. Dealer Choice
E-Service Quality (X2) 4. Purchase Time
1. Availability 5. Kotler & Amstrong's
2. Efficiency of Purchasing Method
3. Fulfillment System (2012:178)
4. Privacy
Parasuraman (2005) in
Theophilus & Trisya,

Figure 2. Research Paradigm Influence of Online Customer Reviews and E-Service

Quality on Purchasing Decisions at the Tokopedia Online Store
Source: Author, (2023)
Research Hypothesis
Based on the theoretical studies of experts and the paradigms that have been described,
the researcher wants to explain the hypothesis in this study, as follows:
1) There is an influence of online customer reviews on purchasing decisions.
Ardianti & Widiartanto (2019), Julianti & Yulfita, (2019),Elwalda & Lü, (2016). Showing that
online customer service has a positive and significant relationship to purchasing decisions,
based on the conclusions of previous researchers, the researcher makes the following
hypothesis.
H01 : It is suspected that there is no significant effect between online customer reviews on
purchasing decisions.
Ha1 : It is suspected that there is a significant influence between online customer reviews on
purchasing decisions.
2) There is an influence of e-service quality on purchasing decisions.
Nonik Ismayanti, Suardana, & Kusuma Negara (2015),Nurmanah & Nugroho (2021),Sinurat
& Ali, (2020). Shows that e-service quality has a positive and significant relationship to
purchasing decisions, based on the conclusions the researcher makes the following hypothesis.
H02 : Suspected not foundsignificant influence between e-service quality on decisionspurchase.
Ha2 : It is suspected that there is a significant influence between e-service quality on purchasing
decisions.
3) There is a simultaneous influence between online customer reviews and e-service quality
on purchasing decisions.
Ramadan, Muchtar, & Hafid, (2021), Showing that the simultaneous influence of online
customer service and e-service quality on purchasing decisions, based on the conclusions of
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE

previous researchers, the researcher makes the following hypothesis.

H03: It is suspected that there is no simultaneous influence between online customer reviews
and e-service quality on purchasing decisions.
Ha3: It is suspected that there is influencesimultaneously between online customer review and
e-servicequalityon purchasing decisions.
3. RESEARCH METHODS
Based on the formulation of the problem that has been selected, the method that will be
used is the quantitative approach method, according toSugiyono (2015:2) research method is
basically a scientific way to get data with a specific purpose and use.

1) Type of Research and methods used

This research method usesdescriptive and verification techniques. By using this research
strategy, it will be known the critical impact or the relationship between the factors that are
concentrated to achieve the goal which will make an overview of the article in question.
2) Variable Operationalization
The research variable is the main idea of the review to be analyzed. More explicitly, these
factors must be streamlined into sub-factors or aspects of the study according to the hypothesis
used in the review. Factors must be quantified with markers so that they can be identified in
more detail according to hypotheses and field studies. The number of research instruments
depends on the number of research variables that have been set to be studied. "The Influence
of Online Customer Reviews and E-Service Quality on Purchasing Decisions at the Tokopedia
online store". There are 3 instruments that need to be made, namely:
a) Instrument to measure online customer review.
b) Instruments for measuring e-service quality.
c) Instrument for measuring purchasing decisions.
3) Population
According toSugiyono (2017:80)The population is a speculative area consisting of articles
or subjects that have special characteristics that are not defined by scientists to concentrate and
then make a decision. This check is on the public, more precisely the people who are interested,
the information is from sources all adherents of the web-based entertainment Tokopedia
internet business, how much can one know. That the population in this study was 34,769,780
for this situation will be examined for this review.
4) Sample
Sample accordingSugiyono (2017:81)is part of the number and characteristics possessed
by the population. In this study, researchers used probability sampling. According toSugiyono
(2017:82)"Probability sampling is a sampling technique that provides equal opportunities or
opportunities for each element or member of the population to be selected as a sample."
Probability sampling consists of direct random testing, proportionally plotted irregular testing,
obliquely separated random testing, area (group) testing. In this study, scientists used
proportionally defined arbitrary research, then, at the time, as indicated bySugiyono (2016:
120)Proportionally defined arbitrary inspection is in the same place as the strategy that it does
if society has inhomogeneous and relatively segregated components. To determine the size of
the sample taken from the population, the researcher used the 10% error rate formula and used

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the Isaac and Michael formula.Sugiyono, (2015:126).

𝜆2 . 𝑁. 𝑃. 𝑄
𝑠=
𝑑2(𝑁 − 1) + 𝜆2. 𝑃. 𝑄
2.706 × 34,769,780 × 0.5 × 0.5
𝑠=
0.052(34,769,780 − 1) + 2.706 × 0.5 × 0.5
23,521,756,170
𝑠=
87,600.9475
𝑠 = 268,510.29402
Information:
S = Number of samples = 268,510.29402 rounded up to 278
λ2 = Chi-Square, whose value depends on the price of freedom and error rate. Chi-Square Value
Error 5% freedom, Chi-Square value = 3.841. Chi-Square value for 1% error = 6.634. Chi-
Square Error 10% = 2.706
N = Amount
Population = 34,769,780
P = Correct odds (0.5%)
Q = Probability of being wrong (0.5%)
𝑑2 = The difference between the sample mean and the population mean. The
difference can be 0.05
So it can be concluded, the sample in this study used 278 respondents.
5) Sampling Technique
According toSugiyono (2017:81)put forward the sampling technique is as follows:
"Sampling technique is a sampling technique. Proportionate stratified random sampling
method of sampling using must know in advance the number of population in each sub-group.
This study found out that the number of followers on Tokopedia e-commerce social media,
including Instagram, Twitter and Facebook, was determined using the proportionate stratified
random sampling formula.Sela, Lengkong, & Trang, (2018):

𝑃𝑜𝑝𝑢𝑙𝑎𝑠𝑖𝑘𝑒𝑙𝑎𝑠𝑋𝐽𝑢𝑚𝑙𝑎ℎ𝑆𝑎𝑚𝑝𝑒𝑙𝑦𝑎𝑛𝑔𝑑𝑖𝑡𝑒𝑛𝑡𝑢𝑘𝑎𝑛
𝑛=
𝑃𝑜𝑝𝑢𝑙𝑎𝑠𝑖𝐾𝑒𝑠𝑒𝑙𝑢𝑟𝑢ℎ𝑎𝑛

2.975.370𝑋278
𝐼𝑛𝑠𝑡𝑎𝑔𝑟𝑎𝑚 = = 23
34.769.780

31.364.410 𝑋278
𝐹𝑎𝑐𝑒𝑏𝑜𝑜𝑘 = = 243
34.769.780

430.000𝑋278
𝑇𝑤𝑖𝑡𝑡𝑒𝑟 = =3
34.769.780
Based on the calculation results, from Instagram, Facebook and Twitter, the total
number of respondents is 278.
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
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4. RESULTS AND DISCUSSION

4.1. Tokopedia Online Store Profile
Tokopedia, which launched in 2012, is the premier web-based shopping and sales center
in Southeast Asia, located in Indonesia, Malaysia, the Philippines, Singapore, Thailand and
Vietnam. As a biological system reformer in online business in Southeast Asia, through a
commercial center stage supported by a variety of outstanding marketing services, endless
useful information. Tokopedia has helped 135,000 local and worldwide dealers, as well as
3,000 items to serve 560 million buyers in the Southeast Asia region. The internet-based shop
Tokopedia offers a wide range of goods in different classes from hardware, design, family
products and many others that fulfill daily needs. As one of Tokopedia's obligations to advance
a captivating online shopping experience for buyers, Tokopedia offers various payment
strategies, considering cash-for conveyance (COD), complete customer support, and easy
return administration through our first and last mile transportation administration, Tokopedia,
and also with more than 100 strategy partners. The larger Tokopedia group's shareholding is
claimed by the limited alibaba group's ownership.
(https://www.Tokopedia.co.id/about/accessed on 20 September 2021)
4.2. Validity Test Results
According toGhazali, (2016:52-53)Validation test is the use of estimates of whether a
poll is valid. Assuming the survey is deemed valid, the questions in the poll could reveal
something the poll would predict. To test whether the questions have the same perspective
estimates, the analyst uses legitimacy development, and the trick is to observe the relationship
between each question and the all-out score using the two-item specific equation. In testing the
validity of everything, object investigation is used, namely connecting the score of everything
with a score. absolute which is the sum of the scores of each thing. So that from the results of
the estimation of the legitimacy test of development with a coefficient above 0.30 it tends to
be considered that the information obtained from all the questions is substantial information.
4.3. Reliability Test Results
Reliability test to decide whether the questionnaire used in this review showed a level
of precision, accuracy, and consistency despite the fact that this survey was used two or more
times at several other points. The unwavering reliability test is carried out on matters of
articulation in a substantial announced poll. The dependability value is communicated by the
Cronbach's Alpha coefficient considering the standard for the least diminishing immutable
quality constraint is 0.60. If the test rules are met, the poll is declared solid or essentially, the
exploratory or survey instrument can be reused in additional checks.
Table 3 Reliability Test
Variable R count R table Information
Online Customer Reviews 0.862 0.60 reliability
E-Service Quality 0.861 0.60 reliability
Buying decision 0.900 0.60 reliability
Source: SPSS data processing results, 2021
Table 3 shows that the three variables examined in this study are considered reliable,

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which means that the measuring instruments in this study are consistent and reliable.
4.4. Classical Assumption Test Results
Normality test
The normality test is used to determine whether a data follows a normal distribution or
not by using the Kolmogorov-Sminov method. The stipulation is that if the variable has a
calculated value greater than 0.05, then the variable follows the normal distribution. The results
of the normality test start from the online customer review variable X1, e-service quality X2
and purchasing decisions.
Table 4 Normality Test
One-Sample Kolmogorov-Smirnov Test
Unstandardized
residual
N 278
Normal Parameters, b Means ,0000000
std. Deviation 6.03236778
Most Extreme Differences absolute .042
Positive .042
Negative -.031
Test Statistics .042
asymp. Sig. (2-tailed) ,200c,d
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
d. This is a lower bound of the true significance.
Source: SPSS data processing results, 2021
The results of the normality test show that all variables follow a normal data
distribution because the significant value a count of all variables is 0.200 which is more than
0.05.
4.5. Heteroscedasticity Test
According toGhazali, (2016:134)This test was carried out to find out whether in the
regression model there is an inequality of variance from the residuals of one observation to
another.
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Table 5 Heteroscedasticity Test

Coefficientsa
standardized
Unstandardized Coefficients Coefficients
Model B std. Error Betas t Sig.
(Constant) 6,729 1.017 6,614 ,000
ONLINE -.081 .034 -,167 -2,411 ,017
CUSTOMERS
REVIEWS
E-SERVICE QUALITY ,016 .038 .030 ,426 ,670
a. Dependent Variable: Abs_Res
Source: SPSS data processing results, 2023
Based on table 5 it can be seen that the online customer review variable has a
significance of 0.017 ≥ 0.05, meaning there is no heteroscedasticity. The e-service quality
variable has a significance of 0.670 ≥ 0.05, meaning there is no heteroscedasticity and the
regression model is good for use.
4.6. Multicollinearity Test
Multicollinearity test aims to test the regression model to determine the correlation
between independent variablesGhozali, (2018).
Table 6 Multicollinearity Test
Coefficientsa
Unstandardized standardized Collinearity
Coefficients Statistics
Coefficients

Model B std. Error Betas t Sig. toleranceVIF

1 (Constant) 5,358 1,650 3,247 ,001
ONLINE
CUSTOMERS ,266 .055 ,276 4,873 ,000 ,7631,311
REVIEWS
E-SERVICE ,447 .062 ,406 7,167 ,000 ,7631,311
QUALITY
a. Dependent Variable: PURCHASE DECISION
Source: SPSS data processing results, 2023
Based on table 6 of the Multicollinearity Test, it can be seen that the independent variable
has a tolerance value greater than >0.10, meaning that multicollinearity does not occur and the
VIF value is less than <10.00, meaning that multicollinearity does not occur. So there is no
multicollinearity in this study and the regression model is said to be good because there is no
multicollinearity.
4.7. Multiple Regression Analysis Test Results
According toGhozali, (2018),Multiple linear regression analysis is used to determine

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the direction and how much influence the independent variables have on the dependent
variable.
Table 7 Multiple Linear Regression Analysis
Coefficientsa
Unstandardized Standardized
Coefficients
Coefficients

Model Bstd. Error Betas t Sig.

1 (Constant) 5,358 1,650 3,247 ,001
Online Customers ,266 .055 ,2764,873 ,000
Reviews(X1)
E-Service Quality(X2) ,447 .062 ,4067,167 ,000
a. Dependent Variable: Purchase Decision (Y)
Source: SPSS data processing results, 2023
Based on the form of the equation from the calculation of the regression value from
table 7, namely, as follows:
Y= a + b1X1 + b2X2
Y= 5.358+ 0.276X1 + 0.406X2
Interpretation of the multiple regression equation:
1. The constanta value is positive and shows the influence of the independent variables X1 and
X2.
2. In X1 (0.276) where the value of the regression coefficient of the variable X1 to Y. is if the
variable X1 increases by one unit, Y will increase by (0.276 or 27.6%).
3. In X2 (0.406) where the value of the regression coefficient of variable X2 to Y. is if variable
X2 increases by one unit, Y will experience an increase of (0.406 or 40.6%).
4.8. Significance Test
Simultaneous Test (Test f)
Simultaneous hypothesis testing using analysis of variance for regression, as follows:
Table 8 Simultaneous Test (Test f)
ANOVAa
Sum of Means
Model Squares Df Square F Sig.
1 Regression 5246,160 2 2623,08071,546 ,000b
residual 9752,376 266 36,663
Total 14998,535 268
a. Dependent Variable: Purchase Decision (Y)
b. Predictors: (Constant), E-Service Quality (X2), Online Customer
Reviews (X1)
Source: SPSS data processing results, 2023
In table 8 then Analysisthe regression variance obtained the magnitude of Fcount =
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
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71.546 with a significance of 0.000 through the ANOVA test and Ftable 3.03 it can be seen
that Fcount > Ftable is 71.546 > 3.03 then it is explained that Ho is rejected where the
relationship between online customer review variables and e-service quality simultaneously
influences purchasing decisions.

Partial Test (t test)

According toGhozali, (2018:98)The t test was conducted to determine the effect of
each independent variable on the dependent variable.
Table 9 Partial Test (t test)
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients

Model B std. Error Betas t Sig.

(Constant) 5,358 1,650 3,247 ,001
Online Customer Reviews(X1) ,266 .055 ,276 4,873 ,000
E-Service Quality(X2) ,447 .062 ,406 7,167 ,000
a. Dependent Variable: Purchase Decision (Y)
Source: SPSS data processing results, 2023
In table 9 it can be seen the magnitude of tcount of each variable through the t test,
namely the online customer review variable has a significant effect on purchasing decisions
where tcount > ttable is equal to 4.873 > 1.969 for the online customer review variable with a
P-value significance value of 0.000 <0.05. The e-service quality variable is 7.167 > 1.969
with a Pvalue significance value of 0.000 <0.05. Then the explanation is that online customer
review and e-service quality variables have a positive and significant effect on purchasing
decisions for the Tokopedia online store.

a) Test Analysis Coefficient of determination (R2)

Analysis of the coefficient of determination is used to measure how far the ability of the
model is in order to explain the variation of the dependent variableGhozali, (2018).
Table 10 The coefficient of determination
Summary models
Adjusted R
Model R R Square Square std. Error of the Estimate
1 , 591a ,350 ,345 6.05500
a. Predictors: (Constant), E-Service Quality (X2), Online Customer Reviews
(X1)
Source: SPSS data processing results, 2023
Based on table 10 the coefficient of determination above is influenced by the coefficient
value of R square (R2) of (0.350 or 35%). The interpretation of the magnitude of the influence
of the independent variable on the dependent variable is (0.350 or 35%), the remaining 65% is
influenced by other variables or variables not examined by the researcher.

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 Journal of Management and Creative Business (JMCBUS)
Vol.1, No. 2 April 2023
e-ISSN: 2962-1119; p-ISSN: 2962-0856, Hal 156-181

5. DISCUSSION
Online customer reviewshas a positive and significant influence on purchasing decisions
at the Tokopedia online store.
The results of this study indicate that the influence of online customer reviews is
positive and critical on purchasing decisions, these results also show the reality of past
exploration byArdianti & Widiartanto (2019) that online customer reviews are positive and
significant for purchasing decisions through market places and researchJulianti & Yulfita,
(2019)that web-based client audits are positive and large on purchasing choices of web-based
commercial centers, consequences of various analysts indicate that there are online customer
reviews that have a large and positive value on purchase decisionsElwalda & Lü,
(2016).Purchasing decisions depend on good and bad reviews from surveys on online stores,
therefore, a good web-based client audit can influence customer purchasing choices at
Tokopedia online store..
E-service qualityhas a positive and significant influence on purchasing decisions at the
Tokopedia online store.
This research shows that the influence of e-service quality is a factor influencing
purchasing decisions. The Tokopedia online shop not only provides a wide range of products
to meet consumer needs at the right price, it also offers a pleasant and comfortable shopping
experience for consumers to attract consumer purchasing decisions. So that service quality is
one of the factors that influence purchasing decisions, this can also be proven true from
previous research byNonik Ismayanti, Suardana, & Kusuma Negara (2015) that e-service
quality is positive, there is a significant effect on the decision to purchase accommodation in
Bali on the booking.com site and in researchNurmanah & Nugroho (2021) shows that e-service
quality is positive and significant for purchasing decisions for the online shop Bukalapak, the
results of other studies also show that there is positive and significant e-service quality for
purchasing decisions in researchSinurat & Ali, (2020).

Influence insimultaneous between online customer reviews and e-service quality on

purchasing decisions at the Tokopedia online store.
Based on the results of testing the hypothesis, it shows that online customer review and
e-service quality affect purchasing decisions based on the ANOVA test and F test. It can be
seen that online customer review and e-service quality variables simultaneously influence
purchasing decisions. The results of research that has been tested byRamadan, Muchtar, &
Hafid, (2021)demonstrated that the synchronous impact of demonstrating online client auditing
and e-administration quality on purchasing choices through commercial centers. Through the
trade center for STIE Muhammadiyah Mamuju students who show that the more confident the
inspection of an item or goods will further develop purchasing choices and the better the quality
level of e-administration provided by the trade center to customers will increase purchasing
choices through the commercial center.

6. CONCLUSION
Based on the research that has been done, it can be taken regarding the influence of
online customer reviews and e-service quality on purchasing decisions as follows:
 THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND
E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE

1) Based on the results of data processing, it shows that online customer reviews have a positive
and significant effect on purchasing decisions at the Tokopedia online store. This is evidenced
by the results of the t-test, it is known that the significance value of these results shows that
online customer reviews have a positive and significant influence on purchasing decisions.
2) Based on the results of the data processing test, it shows that e-service quality has a positive
and significant effect on purchasing decisions at the Tokopedia online store. These results
indicate that e service quality has a positive and significant influence on purchasing decisions.
3) The simultaneous influence of online customer reviews and e-service quality on purchasing
decisions based on the ANOVA test and f test can be seen that online customer reviews and e-
service quality simultaneously influence purchasing decisions at the Tokopedia online store. It
has been proven by the results of data processing that has been described.

SUGGESTION
- Advice for practical people is that Tokopedia already has a good influence, and it is better for
Tokopedia to improve online customer reviews and e-service quality in order to increase trust
and facilitate easy access, namely to anticipate low ratings, sellers must pay attention to service
and make strategies so that consumers do not giving a low rating such as submitting a complaint
proposal or compensation if an item is defective or does not match the order. Meanwhile,
improving e-servive quality can be done by frequently carrying out periodic maintenance on
the online shop website so that it does not experience errors when consumers visit it. To
consumers so that Tokopedia online store users write good reviews, and the quality of
application and website pages in accessing pages so that they are faster. Increase the response
from customers in the form of complaints or problems in transactions so that customers or users
feel that Tokopedia's online store services are good in the eyes of consumers so that they
influence the buying decision process.
- Suggestions for theorists:
1) Further researchers can use the addition of other variables such as: Trust, and Brand Equity
which can influence purchasing decisions.
2) Subsequent researchers can see the results of this study used for comparison or reference
material, as well as material for further consideration in further research.

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