THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASE DECISIONS AT TOKOPEDIA (CASE STUDY OF TOKOPEDIA USERS IN MEDAN DISTRICT, JOHOR)
Abstract
ABSTRACT
This study intends to examine how online customer reviews and ratings affect purchase choices. Purposive sampling is used in this form of study to choose the sample, which might include as many as 96 Tokopedia customers who have made purchases there. It is associated with a quantitative approach. Primary data are the kind used. The information utilized was derived from the responses provided by the respondents to the questionnaires that were given out. Utilizing the SPSS 25 for Windows application, validity testing, reliability testing, traditional assumption testing, and hypothesis testing are the data analysis methodologies performed. The study's findings show that online customer reviews (X1) and online customer ratings (X2) have a substantial impact on purchase decisions (Y) at Tokopedia.
Keywords: Online Customer Review, Online Customer Rating and Purchase Decision.
Full Text:
PDFDOI: https://doi.org/10.46576/ijsseh.v3i1.2975
Article Metrics
Abstract view : 843 timesPDF – 817 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis
Dharmawangsa International Journal Indexed by:
Member Of :
Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Published By:
UNIVERSITAS DHARMAWANGSA
Alamat : Jl. K. L. Yos Sudarso No. 224 Medan
Kontak : Tel. 061 6635682 - 6613783 Fax. 061 6615190
Email : dharmawangsajournal@dharmawangsa.ac.id
Dharmawangsa:International Journal of the Social Sciences, Education and Humanitis by Universitas Dharmawangsa Medan is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at: https://jurnal.dharmawangsa.ac.id/index.php/dharmawangsa/index