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

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.