EFFECT ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASING DECISION EMINA’S SKINCARE THROUGH SHOPEE
Abstract
The research aim to determine the influence of online customer review’s and online customer rating’s on purchasing decisions for Emina skincare products among Shopee users in Medan Sunggal district. The type of research used in this research is a quantitative approach. The sampling technique in this research is a probability sampling technique. The sample in this study was 115 people from Medan Sunggal District. The data obtained used primary data in the form of a questionnaire and was analyzed using multiple linear regression analysis methods using the SPSS 26 program. Based on hypothesis testing that 1) the Online Customer Review (X1) variable had a positive effect and significant with a tcount value of 3.754 so it is known that the tcount value > ttable 1.9814. And the p-value in the sig column is 0.00 < 0.05, which means it has a significant effect. 2) the online customer rating variable on purchasing decisions (X2) has a positive and significant effect on purchasing decisions with a tcount value of 2.341, so it is known that the tcount value > ttable 1.9814. And the p-value in the sig column is 0.021 < 0.05, which means it has a significant effect. 3) It is known that the online customer review and online customer rating variables on purchasing decisions based on the F test results show that the tcount value is 83,924 > > 3,0773, so that the t count > t table. And the p-value in the sig column is 0.00 < 0.05. Which means that the independent variables, namely online customer reviews and online customer ratings, have a significant and influential effect on purchasing decisions.
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