The effect of Online Costumer Reviews and Influencer Marketing on Shopee Purchasing Decisions
DOI:
https://doi.org/10.33830/tjeb.v3i2.4206Keywords:
Online Customer Review, Infuencer Maketing, Purchasing DecisionsAbstract
The purpose of this research id to determine the partial and simultaneous effect of the variables studied. In this research using quantitative research approach with a sample number of 99 students with multiple regression analysis methodes spss aplikasi assistance 25. This research was conducted at (Case Study of Undergraduate Students) STIE Amkop Makassar. The purpose of this research shows that from the results of data management using the SPSS 25 application, it is known that that there is a positive and significant effect of online customer review on purcashing decision, and so is partial teasting of influencer marketing on meaningful perfomance of positive and significant effect, while simultaneous testing shows that online customer review and influencer marketing have a positive and significant effect on perfomance
References
Agusta, A., dan Anwar, S. N. (2019). Aplikasi Forecasting Penjualan dengan Metode Single Exponential Smoothing (Studi Kasus : Optik Nusantara). Proceeding SINTAK 2019, 278–281.
Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
Juliantoro, F. (2020). 25 jurus pemasaran praktis untuk umkm.
Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Edisi 12. Jilid. 2. Jakarta: PT Indeks.
Melati, R. S. & Dwijayanti. (2020). Pengaruh Harga Dan Online Consumer Review Terhadap Keputusan Pembelian Case Handphone Pada Marketplace Shopee (Studi Pada Mahasiswa Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 8(2).
Miguens et.al. (2008). Indikator Online Customer Review Dan Online Customer Rating. Indikator Online Customer Review Dan Online Customer Rating
Minarti, S. N., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–The survey on student as IM3 users in Depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.
Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105-115.
Putri, O. M., & Wijaksana, T. I. (2021). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Purchase Decision Pada Konsumen Produk Wardah Melalui Marketplace Shopee. eProceedings of Management, 8(5).
Somohardjo, N. (2017). The Effect of Online Reviews on The Review Attitude and PurchaseIntention. (May).
Sugiharto. S. A. (2018). Peran Influencer. Peran Inluencer Sebagai Komunikasi Persuasif Untuk Pencehagan Covid-19.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Umar. (2014). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: PT. Raja Grafindo Persada.
Downloads
Published
How to Cite
License
Copyright (c) 2022 Terbuka Journal of Economics and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
