THE ROLE OF PRODUCT REVIEWS AND PRODUCT PHOTOS DISPLAYED BY SELLERS ON THE MARKETPLACE SHOPEE ON THE BUYING INTEREST OF MEN AND WOMEN

THE ROLE OF PRODUCT REVIEWS AND PRODUCT PHOTOS DISPLAYED BY SELLERS ON THE MARKETPLACE SHOPEE ON THE BUYING INTEREST OF MEN AND WOMEN

Abstract

This study aims to determine the role of product reviews and product photos displayed by sellers on the Shopee marketplace on the buying interest of men and women. The variables used are Product Reviews, Product Photos Displayed by Sellers and Purchase Interest. The population is all students and active students of the Sumbawa University of Technology with a sample of 100 people. The instrument used is a questionnaire and the analytical tool used is SPSS. The type of data is primary data obtained from the results of filling out a questionnaire with a 4-point Likert scale assessment. Prerequisite tests include normality test, heteroscedasticity test, and multicollinearity test and the analytical technique used is multiple linear regression analysis. The results of this study indicate that the product reviews and product photos displayed by sellers have a significant influence on buying interest. Then, women have a higher responsiveness to product reviews and men have a higher responsiveness to product photos displayed by sellers. This study also shows that women have a higher buying interest in the Shopee marketplace.

Shopping and Product Reviews