PENGARUH CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE NYINYIR PADA APLIKASI SHOPEE FOOD

Ambarwati, Arum
Nissa Khoiri, Aulia
Rahma Dewi, Nafisa
Lailatul Habiba, Nazilah
Prastiti, Wintan

Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha
Vol 1 No 1 (2023): Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha

Mie Nyinyir is one of the popular online and offline culinary in Yogyakarta. Although there are some branches of store, they always full of orders. This study aims to analyse the influence of customer reviews and sales promotions on consumers purchasing decisions. This study used quantitative methods, by distributing questionnaires. The samples were 41 respondents of Mie Nyinyir consumers. The analysis method used instrument tests, classical assumption tests, multiple linear regression tests, hypothesis tests, and determination coefficient tests. The results showed that customer reviews and sales promotions have a positive and significant impact on purchasing decisions.