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Analisis Pengaruh Reputasi Toko terhadap Keputusan Pembelian pada Toko Glad2glow di Marketplace Shopee (Studi Kasus pada Masyarakat di Kecamatan Bengkalis)

  • Febri Holong Marito Situmorang1
  • Andri Nofiar. Am2*
1,2 Politeknik Negeri Bengkalis image/svg+xml
* Corresponding Author: Andri Nofiar. Am
Cover Jurnal EMT KITA Vol 10 No 4 Oktober 2026

Abstract

This study aims to analyze the effect of store reputation on consumer purchasing decisions on the Shopee e-commerce platform, with a case study of the people of Bengkalis District. This research employed a quantitative approach with an associative research design. The sample consisted of 100 respondents selected using the Lemeshow formula and purposive sampling technique. Data were collected through questionnaires measured using a Likert scale and analyzed using validity and reliability tests, classical assumption tests, and simple linear regression analysis with the assistance of IBM SPSS Statistics. The results indicate that store reputation has a positive and significant effect on consumer purchasing decisions, as evidenced by a t-value of 3.798 and a significance level of 0.000. The coefficient of determination analysis shows an R² value of 0.128, indicating that store reputation explains 12.8% of the variation in consumer purchasing decisions, while the remaining 87.2% is influenced by other factors outside the research model. This study concludes that store reputation is an important factor in building consumer trust and encouraging purchasing decisions, particularly among the people of Bengkalis who are increasingly active in using e-commerce platforms.

Keywords

Store Reputation Purchasing Decision E-commerce Shopee

How to Cite

Citation Format
Situmorang, F. H. M., & Am, A. N. (2026). Analisis Pengaruh Reputasi Toko terhadap Keputusan Pembelian pada Toko Glad2glow di Marketplace Shopee (Studi Kasus pada Masyarakat di Kecamatan Bengkalis). Jurnal EMT KITA, 10(4), 2237-2248. https://doi.org/10.35870/emt.v10i4.7248

References

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Author Biographies

Febri Holong Marito Situmorang, Politeknik Negeri Bengkalis

Program Studi Bisnis Digital, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Andri Nofiar. Am, Politeknik Negeri Bengkalis

Program Studi Bisnis Digital, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

License

Copyright (c) 2026 Febri Holong Marito Situmorang, Andri Nofiar. Am

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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