Abstract
The development of the digital world today has had a significant impact on the industrial sector, one of which is the development of e-commerce. E-commerce is one of the platforms used by consumers in searching for information related to the needs of both products or services. Rating of a product plays an important role that can help consumers to support purchasing decisions and reduce search costs. Many factors can influence online purchasing decisions such as ewom, celebrity influencers, and online discounts, but very few studies have examined product ratings in determining purchasing decisions. This study aims to obtain results regarding the effect of product rating and web quality on purchasing decisions among private university students in Bandung. This type of research is an explanatory research that intends to explain the position of the variables studied and the relationship between one variable and another. The sample used in this study was 100 6th semester students with a focus on 3 classes of business and management faculty. The results showed that there was an influence between product rating and web quality variables on purchasing decisions. Although the results show that the effect is not large enough, these two factors, especially product ratings, are one of the variables that are often used by consumers in supporting online purchasing decisions.
Highlights
Marketing management experts claim that the success of a company is largely determined by the strategy adopted (Fan et al, 2018)
If seen in the table above, 18.21% is obtained which indicates that the two variables, namely product rating and web quality, have an influence on purchasing decisions, but the results show that the effect is small
This study aims to determine the effect of product rating and web quality on consumer purchasing decisions on the use of the Lazada application
Summary
Marketing management experts claim that the success of a company is largely determined by the strategy adopted (Fan et al, 2018). The development of the internet has led to an explosion of product choices faced by consumers, making it easier for consumers to search for products or services (Ursu, 2018). The role of technology in industrial progress today has become a factor that affects business continuity. E-commerce businesses always provide an opportunity to assess a product and service. According to Mou, (2020) this can lower consumer search costs. Today's cellular devices have become tools where consumers search for information related to the products and services they need and can establish interactions between customers and providers. In Indonesia, there are various kinds of e-commerce platforms that are tools to meet the needs of today's consumers, this can be seen in table 1: Name
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