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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Penelitian ini bertujuan untuk mengetahui pengaruh harga, E-WOM dan online customer rating terhadap keputusan pembelian online marketplace Shopeefood di Pawon Uti Keputih Surabaya. Variabel independen dalam penelitian ini terdiri dari harga, e-wom dan online customer rating. Penelitian ini menggunakan pendekatan kuantitatif dengan meinggunakam teknik simple random sampling dengan jumlah responden seibanyak 80 orang yang diambil dari rata-rata pembeli seitiap hari melalui ShopeeFood. Pengolahan data dengan SPSS 24 dan menggunakan analisis regresi linier berganda deingan uji t, uji F dan R2. Hasil peneilitian menjukkan bahwa harga berpengaruh negatif dan signifikan teirhadap keputusan peimbelian online sedangkan E-WOM dan online customer rating berpengaruh positif dan signifikan teirhadap keputusan pembelian online. Hasil koefisien determinasi sebesar 64,9% yang berarti bahwa variabel independen mempengaruhi variabel keputusan pembelian online.
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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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