ANALISIS PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI ONLINE MARKETPLACE (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang)

*Frederick Alvi Herzegovino Sianipar  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Yoestini Yoestini  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

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Abstract
ABSTRACT This study aims to determine the effect of Customer Reviews and Customer Ratings on online purchasing decisions on the Tokopedia Online Marketplace, whether they have a significant or insignificant effect. A study on Tokopedia users in Semarang City. The method used in this study is a quantitative method. The population in this study are users or have used the Tokopedia online marketplace to buy a product. The sample used is 100 people. Data analysis was carried out using SPSS version 22.0 The results show that the Customer Review variable has a positive and significant effect on Purchase Decisions and Customer Rating also has a positive and significant effect on Purchase Decisions.
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Keywords: Keywords: Marketplace, Tokopedia, Customer Rating, Customer Review
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Section: Articles
Language : ID
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