Pengaruh Kecepatan Respon Admin Toko, Tampilan Halaman Toko, dan Ulasan Pelanggan terhadap Minat Beli pada Marketplace Shopee di Kabupaten Bireuen
DOI:
https://doi.org/10.61132/jumaket.v3i3.1530Keywords:
Customer Reviews, Purchase Intention, Response Speed, Shopee, Store AppearanceAbstract
Rapid developments in e-commerce have transformed public transaction patterns while intensifying competition among sellers across marketplace platforms. Anticipating these dynamics, business actors are required not only to offer high-quality products but also to optimize responsive customer service, arrange visually appealing store layouts, and manage customer reviews to stimulate purchase intention. This study aims to examine the impact of admin response speed, store visual aesthetics, and customer reviews on consumer purchase intention on the Shopee platform in Bireuen Regency. Utilizing an associative quantitative approach, data were gathered through questionnaires distributed to 96 respondents selected via purposive sampling, and subsequently processed through multiple linear regression analysis using SPSS software. The empirical analysis reveals that partially, admin response speed does not exert a significant effect on consumer purchase intention. Conversely, the store appearance and customer review variables proved to contribute positively and significantly. Simultaneous testing confirms that all three independent variables collectively determine consumer purchase intention, contributing a coefficient of determination of 72.5%, while the remaining 27.5% is explained by other variables outside the model. These findings emphasize that within the marketplace ecosystem, a professional store visualization and a solid track record of satisfaction in the review column are more dominant in influencing potential buyers' decisions than the speed of admin message replies. Consequently, sellers are advised to prioritize improving digital storefront design and actively managing review responsiveness to accelerate product appeal.
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