Pengaruh Brand Awareness, Harga, Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen Shopee

Abstract

Abstract

This study aims to analyze the influence of brand awareness, price, online customer review, and online customer rating on the purchasing decisions of Shopee consumers in Pakis District, Malang Regency. This study employed a quantitative approach using a survey method by distributing questionnaires to 110 respondents who were residents of Pakis District, Malang Regency, and had previously made purchases through the Shopee marketplace. The sampling technique used was non-probability sampling with a purposive sampling method. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results of the study indicate that brand awareness, price, online customer review, and online customer rating simultaneously have a positive and significant effect on Shopee consumers' purchasing decisions. Partially, brand awareness, price, online customer review, and online customer rating each have a positive and significant effect on the purchasing decisions of Shopee consumers in Pakis District, Malang Regency. The Adjusted R Square value of 0.431 indicates that 43.1% of the variation in purchasing decisions can be explained by the variables of brand awareness, price, online customer review, and online customer rating, while the remaining 56.9% is influenced by other variables outside the research model.

Keywords: Brand Awareness, Price, Online Customer Review, Online Customer Rating, Purchasing Decision.