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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah JURNAL PENDIDIKAN TAMBUSAI Journal of Humanities and Social Studies Journal of Education, Humaniora and Social Sciences (JEHSS) Amwaluna Jurnal Ekonomi dan Keuangan Syariah Jurnal Manajemen dan Bisnis Jurnal Review Pendidikan dan Pengajaran (JRPP) eCo-Buss MEDIA MANAJEMEN JASA Enrichment : Journal of Management GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Insight Management Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Manajemen dan Bisnis JURNAL BARUNA HORIZON Economics, Business and Management Science Journal Jurnal Bisnis Mahasiswa Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ekonomika Dan Bisnis Proceeding of The International Conference on Economics and Business The International Conference on Education, Social Sciences and Technology (ICESST) Proceedings of The International Conference on Business and Economics Journal of Public Representative and Society Provision Jurnal Ilmiah Akuntansi Keuangan dan Bisnis Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Law, Education and Business Journal of Management Accounting, Tax and Production Journal of Innovative and Creativity Journal of Management Education Social Sciences Information and Religion J-CEKI
Lubis, Adelina
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Journal : Journal of Innovative and Creativity

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The Influence of Brand Image and Online Customer Reviews on Online Fashion Product Purchase Decisions on Shopee among Students of the Faculty of Economics, Santo Thomas Catholic University, Medan Situmorang, Hezron Apriadi; Meutia, Riza Fanny; Lubis, Adelina; Tobing, Fitriani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

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Abstract

This study aims to determine the effect of Brand Image and Online Customer Reviews on Online Fashion Product Purchase Decisions on Shopee. The type of research used is associative research with a quantitative approach. The population in this study was 380 people, determined by a purposive sampling technique, with a sample size of 79 people using the Slovin formula. Data collection was carried out through questionnaires and data processing using SPSS software. From partial testing, the T test showed that t count (2.644) > t table (2.011), with a significance level of 0.000 > 0.05, proving that brand image has a positive and significant effect on purchasing decisions. And in the online customer review variable, the t count value (4.441) > t table (2.011) with a significance level of 0.000 > 0.05, proving that online customer reviews have a positive and significant effect on purchasing decisions. F test shows that F count is 67.177 > 3.11 (F table), so it can be concluded that simultaneously brand image and online customer review variables have a positive and significant effect on purchasing decisions. From the discussion of multiple linear regression, Y = 9.005 + 0.448X1 + 0.495X2. It can be concluded that brand image and online customer reviews have a positive and significant effect on purchasing decisions for fashion products among students of the Faculty of Economics, Santo Thomas Catholic University, Medan. The coefficient of determination (R2) of 0.799 means that purchasing decisions can be explained by brand image and online customer reviews by 63.9% while another 36.1% can be explained by other factors not examined in this study.
Co-Authors Adilla, Syarifah Khalisa Afifah, Roihanah Alfahmi, Fikri ALZIKRI, ALZIKRI Ampun, Grace Analita Febrina Anak Aprinawati, Aprinawati Audia Junita Aulia Sofiea Putri Batubara, Muhammad Taruna Sakti Dhian Rosalina, Dhian Effendi , Effendi Ihsan Effendi, Ihsan Fauzi, Fachri Ali Girsang, Melvin Dominic Prapta Haq, Syukria Resti Hutagalung, Gracella Rosnah S Ikhwan, Al Izzah, Edsan Faris Kristin, Okta Viani Kuswardani , Retna Astuti Lingga, Rosi Dearan S Lubis, Andi Reza Syahputra Lubis, Nabila Boru Mahyundari, Adha Marpaung , Irvan Irvan Aldi Josua Maulana, Agung Meutia, Riza Fanny Muhammad Husein Murad, Miftahuddin Naibaho, Laura Natalia Nainggolan, Chelsy Nasution, Muhammad Ali Makmur Nasution, Rizki Fajri Nur Aisyah Nurul Wardani Lubis Otovia, Tesya Lola Pandiangan, Raja Satrio Panjaitan, Ariel Immanuel Pardede, Meida Rogati Pardosi, Urbano I.R.S Pratama, Ikbar Rahman Rajagukguk, Lucky Sanjaya Rambe, Barita Jogi Risky Siagian, Annisya Sagala, Bahari Sari, Adelina Puspita Sembiring, Olivia Siagian, Larasati Br Siagian, Nielsen Samuel Panahatan Sihaloho, Rebecca Putri Sihombing, Chardo Silaban, Doni Enriko Simanungkalit, Nurul Amalyiah Simarmata, Rojelita Catrina Sinaga, Lilis Elita Sinaga, Yohana Br Siregar , Muhammad Akbar Siregar, Doly Siti Anggiani Syahvira Sitompul, Reginawati Sitorus, Lasria Situmorang, Hezron Apriadi Situngkir, Jenni br Sukma, Sabrina Theresia Syahbudin, Jafar T Teviana Telaumbanua, Rizky Idaman Tobing, Fitriani Togatorop, Rey Septanislaus Tohap Parulian Wulandari, Artika Yolanda, Natasyah Yudha Maulana Putra Yusniar Lubis Zul Azmi Mutahajjid