PENGARUH HARGA, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TEHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE

Abstract

Consumers' behavior through all their activities is changing and has been affected by rapid technological development. As consequence, there are changes in consumptive lifestyle, i.e. from offline to online shopping behavior. They prefer to look for information, including online reviews and scoring features, on products before having purchasing decisions. Besides, the decisions also are affected by price. This research aimed to find out the effect of price, online customer reviews, and online customer ratings on purchasing decisions. The research was quantitative. Moreover, the population was customers of the marketplace Shopee. The data were primary. Furthermore, the data collection technique used simple random sampling with questionnaires as the instrument. The questionnaires were distributed to 100 respondents as the sample. In addition, the data analysis technique used multiple linear regression with SPSS. The result concluded that price had a significantly positive effect on purchasing decisions. Likewise, Online Customer Reviews had a significantly positive effect on purchasing decisions. Similarly, Online Customer ratings had a positive and significant effect on purchasing decisions of the marketplace Shopee.