The Influence Of Online Customer Reviews, Promotions, Trust And Product Quality On Purchase Decisions For Shopee Consumers
Abstract
The purpose of this study is to analyze and determine the effect of online customer review, promotion, trust and product quality influences purchasing decisions for Shopee consumers and to find out the most dominant variable for purchasing decisions for Shopee consumers. The sampling method in this study was non probability sampling with a purposive sampling technique and the number of samples in this study amounted to 130 respondents. The primary data in this study were analyzed using multiple linear regression analysis. The results of the study indicate that the variables of promotion and product quality have an effect on purchasing decisions, while online customer review and trust have no effect on purchasing decisions. As well as the variable that is most dominant or has the greatest contribution to purchasing decisions for Shopee consumers is the promotion variable.
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