The THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS ON PURCHASE DECISION OF WARDAH PRODUCTS THROUGH THE SHOPEE MARKETPLACE

Authors

  • Nova Erlyasari Universitas Brawijaya Malang
  • Luthfia Isnafahrani Universitas Brawijaya Malang
  • Supriono Supriono Universitas Brawijaya Malang

DOI:

https://doi.org/10.36982/jeg.v9i2.4472

Abstract

This research aims todetermine the influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions among consumers of Wardah products through the marketplace. The type of research used in this research is quantitative with an explanatory research approach. This research uses a non-probability sampling approach with purposive sampling technique. The population in this research is consumers of Wardah products who have used and purchased Wardah products through the Shopee marketplace in the past 6 months with 100 respondents. The data used in this research is primary and secondary data. The results of this research show that Online Customer Reviews and Online Customer Ratings have a significant effect on Purchase Decisions. Partially, these 2 independent variables have a significant effect on Purchase Decision.

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Published

2024-08-01

How to Cite

Erlyasari, N., Isnafahrani , L., & Supriono, S. (2024). The THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND ONLINE CUSTOMER RATINGS ON PURCHASE DECISION OF WARDAH PRODUCTS THROUGH THE SHOPEE MARKETPLACE. Jurnal Ecoment Global, 9(2), 150–158. https://doi.org/10.36982/jeg.v9i2.4472

Issue

Vol. 9 No. 2 (2024): Edisi Agustus 2024

Section

Articles

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Copyright (c) 2024 Supriono Supriono

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