INFLUENCE ONLINE CUSTOMER REVIEW OF CONSUMER PURCHASE DECISIONS IN MARKETPLACE SHOP IN SHOPEE
Keywords:Customer Review, Purchase Decisions, Costumer, Marketplace
The purpose of this study was to determine the effect of Online Customer Reviews on Consumer Purchase Decisions at the Shopee Marketplace in Tembilahan. The approach used in this study is a quantitative approach using non-probability sampling as the sampling technique and purposive sampling method. the sample in this study were 90 respondents, with data collection techniques through questionnaires and data analysis using SPSS version 24. analysis of research data using Descriptive Statistical Test, Validity Test, Reliability Test, Classical Assumption Test and Simple Linear Regression Analysis with Coefficient of Determination and t test. the results of data analysis indicate that there is an influence of Online Customer Reviews on consumer purchasing decisions. From the test results of the coefficient of determination, it can be seen that the R square is 0.347 or 34.7%. from the t test proves that the Online Customer Review variable (X) is a variable that has a positive and significant effect on consumer purchasing decisions (Y) at the Shopee Marketplace in Tembilahan
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