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All Journal Jurnal Pendidikan Tata Niaga (JPTN)
Adinda Cantica Virawanti
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Economics, Econometrics & Finance Education Social Sciences

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PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK SCARLETT WHITENING Adinda Cantica Virawanti; Tri Sudarwanto
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p134-141

Abstract

This study aims to determine how influential Online Customer Review and Online Customer Rating are partially and simultaneously on Purchasing Decisions. This study uses the type of Explanatory Research using a quantitative approach. The population taken in this study are consumers who use scarlett whitening products in the Surabaya area using a sampling technique, namely Purposive Sampling and using the Lemeshow et al,. formula, with a minum sample size of 100 people. Respondent data was taken via google form and measured using a linkert scale and processed with SPSS version 25 using multiple linier regression analysis methods. The results of this study indicate that there is a positive influence between the relationship between Online Customer Review on purchasing decisions and a positive influence between Online Customer Rating on purchasing decisions. The results of this study ecplain that Online Customer Review and Rating on purchasing decisions simultaneously have a positive influence. Keywords: Online Customer Review, Online Customer Rating, Purchasing Decision.
Co-Authors Tri Sudarwanto