ONLINE CUSTOMER REVIEW DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pelanggan Fashion Muslim di Kota Palangkaraya Pada Marketplace Shopee)

Abstract

This study aims to determine the effect of Online Customer Reviews and Product Quality on the Purchase Decision of the shopee marketplace in the city of Palangkaraya, either partially or simultaneously. This type of descriptive research using a quantitative approach. The selection of the population using purposive sampling, the number of samples using opinions (Sugiyono, 2017) so that 97 respondents were obtained. The data analysis technique used was normality test, T test, F test, multiple linear regression test. Based on the research obtained; Online Customer Review has a significant effect on purchasing decisions of shopee marketplace consumers in the city of Palangkaraya, so it can be concluded that there is a strong influence, product quality has a significant effect on purchasing decisions of shopee marketplace consumers in Palangkaraya city, online customer reviews and product quality have a significant effect on consumer purchasing decisions shopee market in the city of Palangkaraya.