<![CDATA[Abstrak Kecanggihan teknologi mendukung masyarakat dalam berbelanja secara online melalui marketplace. Penelitian ini bertujuan guna mengetahui Pengaruh kritik pembeli online dan skor patron atau rating online terhadap pilihan pembelian di aplikasi tokopedia kecamatan tanjungom, Kabupaten Nganjuk. Populasi diambil dari seluruh penduduk di Kecamatan Tanjunganom yaitu sebanyak 82.140 orang yang usianya 15 tahun keatas. Pengambilan sampel menggunakan teknik Simple Random Sampling melalui mengunakan formulasi Slovin, sehingga mengambil sebanyak 100 responden. Data dikumpulkan melalui pembagian kuesioner kepada responden melalui skala interval dengan skala likert dari skor 1 sampai 5. Kemudian data diolah menggunakan teknik analisis data Partial Least Square (PLS) melalui analisis outer dan inner model serta uji hipotesis. Hasil penelitian menunjukan bahwa online customer review dan online customer rating memiliki pengaruh terhadap keputusan pembelian pada marketplace Tokopedia di Kecamatan Tanjunganom, Kabupaten Nganjuk secara signifikan dan positif. Kata Kunci: Keputusan Pembelian; Online Customer Rating; Online Customer Review. Abstract The sophistication of generation supports people in buying on-line through the market. This study aims to decide the impact of online consumer critiques and online consumer ratings on purchasing choices at the tokopedia market in tanjunganom district, nganjuk regency. The populace was taken from the complete populace in tanjunganom district, specifically 82,140 people elderly 15 years and over. Sampling the use of the approach of easy random sampling through the slovin formula, in order to acquire a hundred respondents. Facts was amassed through dispensing questionnaires to respondents through an c programming language scale with a likert scale from a rating of 1 to 5. Then the data was processed the usage of partial least square (pls) facts analysis strategies thru outer and inner model analysis and hypothesis testing. The outcomes show that on-line consumer critiques and on line consumer scores have a big and tremendous have an effect on on buying selections at the tokopedia market in tanjunganom district, nganjuk regency Keywords: Purchase Decision; Online Customer Ratings; Online Customer Reviews]]>
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