Pengaruh Customer Review, Customer Rating dan Viral Marketing Terhadap Keputusan Pembelian Pada E-Commerce Tokopedia (Studi Pada Mahasiswa Pengguna Tokopedia Di Malang)

Abstract

Abstract

The purpose of this study is to describe customer review, customer rating, viral marketing and purchasing decision and to determine the effect of customer reviews, customer rating, and viral marketing on purchasing decision. This study uses quantitative methods. The sample of this study were students using Tokopedia in Malang, with a snowball sampling technique, totaling 72 respondents.The data collection method in this study used a questionnaire distributed via google form. The analytical method used in this research is multiple linear regression analysis with IBM SPSS statistics 26 program.The results of this study indicate that customer review, customer rating, viral marketing simultaneously affect purchasing decision. The customer review variable has no partial significant effect on purchasing decision, customer rating does not partially significantly affect purchasing decision, viral marketing partially significant effect on purchasing decision.

Keywords : Customer Review, Customer Rating, Viral Marketing, Purchasing Decision