PENGARUH ONLINE CUSTOMER RIVIEW, ONLINE CUSTOMER RATING, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE (Studi Kasus Pada Masyarakat Solo Raya)

Nanda Pratiwi, Erni Widiastuti

Abstract


This study aims to determine the effect of online customer reviews, online customer ratings and promotions on purchasing decisions for the Shopee marketplace in the Greater Solo community both partially and simultaneously. The research method used in this research is quantitative method. The sampling technique used in this study used the Non Probability Purposive Sampling method. The number of samples studied in this study were 100 respondents of Shopee marketplace users who had made purchases more than 2 times. The data analysis technique used in this study is multiple linear regression analysis, t test, f test and coefficient of determination test. The results of this study indicate that online customer reviews have a partial effect on purchasing decisions, online customer ratings have a partial effect on purchasing decisions and promotions have a partial effect on purchasing decisions. The four variables simultaneously have a significant effect on purchasing decisions.


Keywords


Online Customer Review, Online Customer Rating, Promotion and Purchase Decision.

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References


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