Published: 2026-10-01

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

DOI: 10.35870/emt.v10i4.7248

Febri Holong Marito Situmorang, Andri Nofiar. Am
  • Febri Holong Marito Situmorang: Politeknik Negeri Bengkalis
  • Andri Nofiar. Am: Politeknik Negeri Bengkalis
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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

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How to Cite

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
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2026)

  • Section: Articles

  • Published: 2026-10-01

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Author Biographies
Febri Holong Marito Situmorang, Politeknik Negeri Bengkalis
Google Scholar ResearchGate ORCID

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

Andri Nofiar. Am, Politeknik Negeri Bengkalis
Google Scholar ResearchGate ORCID

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

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