Pengaruh Online Customer Review, Rating Toko Dan Harga Terhadap Minat Pembelian Di Shopee (Studi pada Mahasiswa Universitas Islam Malang FEB jurusan Manajemen angkatan 2017)

Abstract

Abstract

This research aims to determine and analyze the influence of online customer reviews, store ratings, and prices on Shopee's purchase intention. This study is an explanatory study, using quantitative methods. The research method used in this study is multiple regression analysis. The sample in this study adopts the Mahortra formula and purpose sampling technique, that is, the technique of determining the sample according to certain considerations or standards, aiming to obtain a representative sample according to the predetermined standard, and the number of samples obtained is 70 interviewees .

The results of this study show that there is a significant impact between the parts online customer reviews, store ratings on purchase intention, but the price variable does not show a significant effect. While the results of the simultaneous test show that online customer reviews, store ratings and prices have an effect on purchase intention at Shopee.

Keywords: Online Customer Review, Store Rating and Price on Purchase Interest.