PENGARUH SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE PRODUK SKINTIFIC DI SHOPEE

Alvia  Farhah Aritami; Tri  Yuniati; Suwitho

Alvia Farhah Aritami Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Tri Yuniati Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Suwitho Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: social media marketing, online customer review, and convenience

Abstract

This research aims to find out and analyze the effect of social media marketing, online customer reviews, and convenience on purchasing decisions of skintific online products in shopee.The population consists of consumers who have purchased skintific product in shopee. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distribted to 100 respondents online throught google forms. Moreover, the data analysis used data instruments, multiple linear regression, classical assumption test, proper model tests (F-tests). And hypothesis tests: with SPSS 26 (Statistical Product and Service Solution). The result shows that social media marketing (SMM) has an insignificant effect on purchasing decisions. Hoever, online customer review (OCR) has a positive and significant effect on purchasing decisions.