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All Journal International Journal Administration, Business & Organization
Mochamad Fali Septokasya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Consumer Review terhadap Keputusan Pembelian pada E-commerce Shopee, Indonesia Mochamad Fali Septokasya
International Journal Administration, Business & Organization Vol 5 No 3 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.362

Abstract

Consumer reviews play a very important role in purchasing decisions on e-commerce platforms. In today's digital era, many buyers rely on reviews from other consumers to assess the quality of a product before deciding to buy. This study aims to analyze the influence of consumer reviews on purchasing decisions on the Shopee e-commerce platform, especially among students in the Greater Bandung area. The method used is a quantitative approach with a descriptive survey of 112 respondents with simple linear regression analysis. The results of the study indicate that consumer reviews have a significant effect on purchasing decisions. These findings provide insight for business actors, especially in the e-commerce sector, to utilize consumer reviews as an effective marketing strategy, by creating and maintaining positive reviews to increase consumer trust and encourage purchasing decisions.
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