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All Journal Jurnal Ecoment Global: Kajian Bisnis dan Manajemen
Isnafahrani , Luthfia
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Economics, Econometrics & Finance

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The THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS ON PURCHASE DECISION OF WARDAH PRODUCTS THROUGH THE SHOPEE MARKETPLACE Erlyasari, Nova; Isnafahrani , Luthfia; Supriono, Supriono
Jurnal Ecoment Global Vol. 9 No. 2 (2024): Edisi Agustus 2024
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jeg.v9i2.4472

Abstract

This research aims todetermine the influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions among consumers of Wardah products through the marketplace. The type of research used in this research is quantitative with an explanatory research approach. This research uses a non-probability sampling approach with purposive sampling technique. The population in this research is consumers of Wardah products who have used and purchased Wardah products through the Shopee marketplace in the past 6 months with 100 respondents. The data used in this research is primary and secondary data. The results of this research show that Online Customer Reviews and Online Customer Ratings have a significant effect on Purchase Decisions. Partially, these 2 independent variables have a significant effect on Purchase Decision.
Co-Authors Nova Erlyasari Supriono Supriono