Roughness value of 0.0 means absolutely smooth surface, and thus it will be shiny. To remove it, you should use higher roughness value, something like 0.8 or 0.9. This article should help you further.
Roughness would typically need to vary across the surface, to deliver good results. Try authoring a roughness map.
Alternatively use LERP node, where first value would be something like 0.4, second value 0.8 and alpha input is connected to the output of your basecolor layer blend result via component mask mask (G) node, and plug output of the lerp to the roughness material input.