“PENGARUH CUSTOMER REVIEW DAN BRAND ISSUE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI E-COMMERCE (Studi Kasus Shopee)”

Abstrak

The aim of this study is to analyze the impact of customer reviews and brand issues on consumer purchasing decisions on the Shopee e-commerce application. This study uses a quantitative descriptive data analysis method, this study uses a classical assumption testing analysis model, as well as multiple linear regression, while the application used to manage the data is SPSS 22. To take samples, a saturated sampling technique is used. For the sampling technique, all population participants are the sample, the total is 100 people. This study used a questionnaire instrument distributed from Google Form. Through hypothesis testing, simultaneous display of customer reviews & brand issues has a significant positive impact on purchasing decisions. It is proven that customer reviews and brand issues influence consumers in making purchasing decisions in e-commerce.