PENGARUH ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS DAN CITRA PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE

Abstrak

This research aims to: (1) test and explain the influence of online customer reviews, online customer ratings and product image on purchasing decisions, (2) test and explain the influence of online customer reviews on purchasing decisions, (3) test and explain the influence of online customer ratings on purchasing decisions, (4) test and explain the influence of product image on purchasing decisions. The respondents in this study are Management students class of 2021. Respondents' perceptions were measured using questionnaire responses with a Likert scale measurement. This study concludes that: (1) online customer reviews, online customer ratings and product image have a positive and significant effect on purchasing decisions, (2) online customer reviews have a positive and significant effect on purchasing decisions, (3) online customer ratings have a positive and significant effect on purchasing decisions, (4) product image has a positive and significant effect on purchasing decisions

Kata kunci

• Citra Produk
• Keputusan Pembelian
• Online Customer Rating
• Online Customer Review