Online Customer Review and Online Customer Rating on Purchase Intention in Online Shop

The purpose of this study was to determine the effect of online customer reviews and online customer ratings on purchase intention in online shops. This research used casual comparative method. The population in this study was 400 families in hamlet I of Dalu X scope of Tanjung Morawa, the sample taken were 80 by using random sampling technique. The data were analyzed by using multiple linier regression. The result of the research showed that the majority of respondents gave a positive response to the statement the author submitted related to online customer reviews, online customer ratings and purchase intention. It indicated that online customer reviews, online customer ratings and purchase interests owned by online shop Lazada were rated good by respondents. The Online customer review and online customer rating provided by Lazada online shop affected to the increasing the interest in purchasing products on Lazada.