PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA E-COMMERCE SHOPEE
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Vanessa Limantoro, Amelia
Subject
H Social Sciences (General)
Datestamp
2023-07-10 04:13:07
Abstract :
This research aims to determine the effect of online customer reviews and online customer ratings on purchasing decisions. The population in this study were users of the Shopee e-commerce application in Magelang and sample of 100 respondents. In this study the sampling technique used purposive sampling method with certain criteria. Research data processing was carried out with the SPSS software application which assisted in conducting instrument tests, classical assumption tests, and multiple linear regression analysis. Based on the results of this study, it can be seen that the online customer review variable has a positive and significant effect on purchasing decisions as well as the online customer rating variable which has a positive and significant effect on purchasing decisions.
This research aims to determine the effect of online customer reviews and online customer ratings on purchasing decisions. The population in this study were users of the Shopee e-commerce application in Magelang and sample of 100 respondents. In this study the sampling technique used purposive sampling method with certain criteria. Research data processing was carried out with the SPSS software application which assisted in conducting instrument tests, classical assumption tests, and multiple linear regression analysis. Based on the results of this study, it can be seen that the online customer review variable has a positive and significant effect on purchasing decisions as well as the online customer rating variable which has a positive and significant effect on purchasing decisions.
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