Muslim Decisions in Online Purchasing of Fashion Products Through the Marketplace: Analysis of The Influence of Ratings and Online Customer Reviews

Abstract

The rapid development of technology with the ease of internet access has changed people's shopping behaviour from offline to online on the marketplace. Shopee as a popular marketplace is proven by its first rank in the 2021 e-commerce competition. Shopee is known as the favourite marketplace in the fashion category. Fashion products themselves are the most sold products in 2020. The rise of online buying and selling transactions has penetrated into the world of pesantren which has an impact on lifestyle changes. As in the eL-Fira Modern Islamic Boarding School Purwokerto which has the largest number of students in the scope of pesantren in Banyumas and has experienced an increase in online product purchases. Purchasing decisions are influenced by several factors, namely ratings and online customer reviews. The purpose of this study is to test whether ratings and online customer reviews influence Muslim decisions in buying fashion products in the marketplace. This research is research using a quantitative approach. The type of data used in this study is primary data derived from questionnaires. The number of samples of this study were 120 respondents who were students of the eL-Fira Modern Islamic Boarding School Purwokerto. Data processing techniques using multiple linear regression analysis with SPSS 25 application tools. The results of this study indicate that ratings have a positive effect on purchasing decisions. Online customer reviews have a positive effect on purchasing decisions. Then, ratings and online customer reviews simultaneously have a positive effect on purchasing decisions