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All Journal International Journal of Business and Applied Economics (IJBAE)
Rizqullah, Naufal Khosyi
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Influence of Online Customer Reviews, Online Customer Ratings, Brand Image, and Price Perceptions on the Decision to Purchase Ventela Shoes on Shopee Marketplace Rizqullah, Naufal Khosyi; Haryanto, Totok; Rahayu, Tri Septin Muji; Kharismasyah, Alfato Yusnar
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.13359

Abstract

This study examines the effect of online customer reviews, online customer ratings, brand image, and price perceptions on purchasing decisions for Ventela shoes on the Shopee marketplace. The research subjects were the general public, with sampling using purposive sampling method, with a total sample size of 102 people. Data analysis was carried out using multiple linear regression. The results showed that 1) online customer review has a positive and significant influence on purchasing decisions, 2) online customer rating has a significant positive influence on purchasing decisions, 3) brand image has a positive and significant influence on purchasing decisions and 4) price perception has no influence on purchasing decisions.
Co-Authors Haryanto, Totok Kharismasyah, Alfato Yusnar Tri Septin Muji Rahayu, Tri Septin