Pengaruh Harga, E-Wom dan Online Customer Rating terhadap Keputusan Pembelian Online melalui Marketplace Shopee Food pada Pawon UTI Keputih Surabaya
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Abstract
This research aims to determine the influence of price, E-WOM and online customer rating on purchasing decisions for the Shopeefood online marketplace in Pawon Uti Keiputih Surabaya. Thei indeipeindeint variableis in this reiseiarch consist of pricei, ei-WOM and onlinei customeir rating. This reiseiarch useis a quantitativei approach using a simplei random sampling teichniquei with a total of 80 reispondeints takein from aveiragei daily buyeirs via ShopeieiFood. Data proceissing with SPSS 24 and using multiplei lineiar reigreission analysis with t teist, F teist and R2. Thei reiseiarch reisults show that pricei has a neigativei and significant eiffeict on onlinei purchasing deicisions, whilei Ei-WOM and onlinei customeir rating havei a positivei and significant eiffeict on onlinei purchasing deicisions. Thei coeifficieint of deiteirmination reisult is 64.9%, which meians that thei indeipeindeint variablei influeinceis thei onlinei purchasing deicision variable.
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Inteirneit
https://data.goioidstats.id/statistic/1853-juta-peingguna-inteirneit-teircatat-di-indoineisia-pada-2024-JFNoia
https://databoiks.katadata.coi.id/teiknoiloigi-teileikoimunikasi/statistik/b0a0ab6072147cc/indoineisia-pasar-oinlinei-foioid-deiliveiry-teirbeisar-di-aseian
https://databoiks.katadata.coi.id/teiknoiloigi-teileikoimunikasi/statistik/3c9c24918957c03/surveii-nilai-transaksi-goifoioid-leibih-beisar-dari-shoipeieifoioid-dan-grabfoioid
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