PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

Dewi Ludy Amalia; Yani Dahliani; Bagus Qomaruzzaman Ratu Edi

doi:10.31967/prodimanajemen.v5i1.1105

Dewi Ludy Amalia Institut Teknologi dan Sains Mandala
Yani Dahliani Institut Teknologi dan Sains Mandala
Bagus Qomaruzzaman Ratu Edi Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prodimanajemen.v5i1.1105

Keywords: Online Customer Review, Online Customer Rating, Price, Product Quality, Promotion.

Abstract

This research aims to determine the influence of Online Customer Reviews, Online Customer Ratings, Price, Product Quality and Promotion on Purchasing Decisions at Shopee (Case Study of Students at the Mandala Jember Institute of Technology and Science) both partially and simultaneously. This type of research is quantitative. The population in this study were students of the Mandala Jember Institute of Technology and Science. The sampling technique used is purposive sampling. The sample used was 60 respondents using the Roscoe formula. The analysis method uses multiple regression analysis with the help of SPSS 20. The tests used are data instrument tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²) and Hypothesis Testing. The research results show that the price and promotion variables partially influence purchasing decisions, but Online Customer Reviews, Online Customer Ratings and Product Quality do not partially influence purchasing decisions. Then, online customer reviews, online customer ratings, price, product quality and promotions simultaneously influence purchasing decisions on Shopee.