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All Journal Jurnal Minfo Polgan (JMP)
Agust Four, Philip Invokavid
Unknown Affiliation
Computer Science & IT Library & Information Science Mathematics Social Sciences

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Pengaruh Citra Merek dan Ulasan Pelanggan Terhadap Keputusan Pembelian di Aplikasi Shopee: Studi Pada Mahasiswa Institut Teknologi Dan Bisnis Kristen Bukit Pengharaapan Agust Four, Philip Invokavid; Prakoso, Yusak
Jurnal Minfo Polgan Vol. 15 No. 1 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i1.16193

Abstract

“This study aims to analyze the influence of brand image and customer reviews on purchasing decisions on the Shopee platform. The study employs a quantitative approach. The research population consists of 280 students from the Institut Teknologi dan Bisnis Kristen Bukit Pengharapan, with a sample of 74 respondents determined using the Slovin formula. Data analysis is conducted using multiple linear regression. The results indicate that both brand image and customer reviews have a positive and significant effect on purchasing decisions. These findings suggest that brand perception and information derived from customer reviews are key factors in shaping consumer purchasing decisions in the e-commerce context.”
Co-Authors Prakoso, Yusak