Pengaruh Online Customer Review, Brand Image Dan Persepsi Kualitas Produk Sepatu Casual Terhadap Buying Intention Aerostreet Di Shopee Pada Mahasiswa FEB Universitas Islam Malang

Abstract

Abstract

This study aims to analyze the influence of online customer review, brand image, and perceived quality on buying intention of Aerostreet products on Shopee marketplace among students of the Faculty of Economics and Business, Universitas Islam Malang. This research uses a quantitative approach with explanatory research. The sample was determined using purposive sampling with 102 respondents. Data analysis was performed using multiple linear regression assisted by SPSS. The results showed that simultaneously online customer review, brand image, and perceived quality have a significant effect on buying intention. Partially, perceived quality has a positive and significant effect, while online customer review and brand image do not have a significant effect.

Keywords: Online Customer Review, Brand Image, Perceived Quality, Buying Intentio