The Effect of Service Quality on Shopee User Purchasing Decisions through Online Customer Reviews as A Moderating Variable

Abstract

Shopee Marketplace needs to create a strategy to face competition because the number of marketplaces that have sprung up must cause competition. Service quality is one of the components that must be considered when creating a strategy to maintain the existence of the Shopee marketplace. In addition, online customer evaluations that contribute to the formation of consumer trust must also be considered when creating a strategy. This study aims to determine how service quality directly affects purchasing decisions and indirectly through online customer reviews in Batam City. Purposive sampling is employed in this quantitative study to choose samples based on the researcher's criteria, selecting 125 respondents who meet the requirements to be utilized as samples. Using SMART-PLS4, data analysis methods are conducted using both inner and outer models. The findings showed that decisions to buy are significantly impacted by service quality. Furthermore, the correlation between customer purchasing decisions and service quality is reinforced by online customer reviews.