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

Abstrak

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