PANDANGAN GEN Z: CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MARKETPLACE TOKOPEDIA

Latifa, Havna Nur, 52102030036 and Hidayat, Syamsul. M, 0721057003 and Dwihandoko, Toto Heru, 0702086803 (2025) PANDANGAN GEN Z: CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MARKETPLACE TOKOPEDIA. Bachelor thesis, Universitas Islam Majapahit.

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Abstract

This study aims to determine "Gen Z’s Perspective: Customer Reviews and Customer Ratings on Product Purchase Decisions on the Tokopedia Marketplace." Customer reviews are responses or feedback provided by consumers based on their experiences after using a product or service. Customer ratings are evaluations given by consumers using a specific scale, typically represented by star symbols, which is a common ranking system used on online store platforms. Purchase decision refers to the process carried out by consumers in making choices to buy a product, after going through stages such as gathering information, recognizing needs or problems, and considering and comparing various available alternatives. This research uses a quantitative approach and multiple linear regression analysis technique. The population in this study consists of individuals residing in Mojokerto Regency who have a Tokopedia marketplace account and belong to Gen Z, defined as those aged 17–28 years who have purchasing power or are currently employed. A total sample of 100 respondents was used, selected through Non-Probability Sampling with a purposive sampling approach. Data collection was conducted using questionnaires. Based on the t-test results, it was found that both independent variables—Customer Review and Customer Rating—have a positive and significant effect on purchase decisions. In the Coefficient of Determination (R²) test, the Adjusted R Square value was 0.598, indicating that 59.8% of the variation in purchase decisions can be explained by the two independent variables: Customer Review (X1) and Customer Rating (X2), while the remaining 40.2% is explained by other factors outside of this model.

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