Pengaruh Brand Trust, Customer Review, dan Website Quality terhadap Keputusan Pembelian pada Shopee (Studi kasus pada Warga Kelurahan Dinoyo)

Abstract

Abstract

 

This study aims to determine whether Brand Trust, Customer Reviews, and Website Quality simultaneously influence purchasing decisions on  Shopee. The population in this study are Malang City residents who use Shopee. The approach method uses a non-probability sampling technique, namely Purposive Sampling which is a sample collection technique based on certain criteria by distributing questionnaires to 65 respondents and using the SPSS analysis tool. The results showed that partially website quality has a positive and significant effect on purchasing decisions while brand trust has an insignificant positive effect on purchasing decisions, customer reviews have an insignificant negative effect on purchasing decisions. Simultaneously brand trust, customer reviews, and website quality have a significant effect on purchasing decisions.

 

Keywords : Brand Trust, Customer Review, Website Quality, Purchasing Decision