Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Micellar Water Garnier pada Marketplace Shopee
Year: 2024
Type: article
Study design: Observational Study
Abstract: The aim of this research is to determine and analyze the influence of online customer reviews, online customer ratings and purchasing decisions for micellar water garnier products on the Shopee marketplace in Tasikmalaya City. The research method used is quantitative with a causality method and a survey approach, data obtained through distributing questionnaires to 100 respondents. Sampling used non-probability, precisely using purposive sampling and the analysis method used was multiple linear regression. The test results show that simultaneously online customer reviews and online customer ratings have a significant effect on purchasing decisions. Online customer reviews partially have a significant effect on purchasing decisions and online customer ratings have a significant effect on purchasing decisions.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404838460