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Sintia, Nita
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Online Customer Review Dan Rating Terhadap Keputusan Pembelian Pengguna Marketplace Shopee Di Kota Tasikmalaya: Nita Sintia, Askolani, Gian Riksa Wibawa Sintia, Nita; Askolani; Wibawa, Gian Riksa
Jurnal Pusat Manajemen Vol. 1 No. 2 (2024): Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jpm.v1i2.554

Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh online customer review dan rating terhadap keputusan pembelian pengguna marketplace Shopee. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei kepada 100 responden yang berdomisili di Kota Tasikmalaya dan yang pernah menggunakan marketplace Shopee. Jenis data yang digunakana adalah data primer dan data skunder. Teknik analisis yang digunakan adalah regresi berganda. Hasil pengujian ini menunjukan bahwa online customer review dan rating berpengaruh signifikan baik secara simultan dan persial terhadap terhadap keputusan pembelian pengguna marketplace Shopee di Kota Tasikmalaya. ABSTRACT The purpose of this study was to determine the effect of online customer reviews and ratings on purchasing decisions of Shopee marketplace users. The research method used is a quantitative method with a survey approach to 100 respondents who live in Tasikmalaya City and who have used the Shopee marketplace. The types of data used are primary data and secondary data. The analysis technique used is multiple regression. The results of this test indicate that online customer reviews and ratings have a significant effect both simultaneously and individually on the purchasing decisions of Shopee marketplace users in Tasikmalaya City.
Co-Authors Askolani Wibawa, Gian Riksa