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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Khoirunisa Khoirunisa
Universitas Perjuangan Tasikmalaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Online Customer Review dan Layanan Cash On Delivery terhadap Keputusan Pembelian Brand Skintific pada Marketplace Shopee Khoirunisa Khoirunisa; Kusuma Agdhi Rahwana; Dudu Risana
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 4 No. 5 (2026): Oktober : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v4i5.3006

Abstract

This study aims to determine and analyze the effect of online customer reviews and Cash on Delivery (COD) services on purchasing decisions of Skintific brand products on the Shopee marketplace. The research method employed was descriptive and associative with a quantitative approach. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS version 24. The results indicate that online customer reviews and Cash on Delivery (COD) services have both simultaneous and partial effects on purchasing decisions. Simultaneously, both variables significantly affect purchasing decisions. Partially, online customer reviews have a positive and significant effect on purchasing decisions.Cash on Delivery (COD) services also have a positive and significant effect on purchasing decisions,The findings indicate that the better the customer reviews and COD services provided, the higher the consumers' purchasing decisions toward Skintific products on the Shopee marketplace.
Co-Authors Dudu Risana Kusuma Agdhi Rahwana