Pentingnya Customer Trust, Customer Review, Dan Customer Rating Dalam Mempengaruhi Keputusan Pembelian Online Produk Fashion

Efendi, Vioretha (2024) Pentingnya Customer Trust, Customer Review, Dan Customer Rating Dalam Mempengaruhi Keputusan Pembelian Online Produk Fashion. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to prove the importance of customer trust, customer reviews, and customer ratings in influencing online purchasing decisions for fashion products. The data used is primary data. The population in this research is all consumers who have shopped online at the marketplace. The sample collection technique used was the purposive sampling method and 100 samples were obtained from respondents. Hypothesis testing is carried out using multiple linear regression analysis. The results of this research show that customer trust, customer reviews, and customer ratings have a positive and significant influence on online purchasing decisions for fashion products. Keywords: Customer Trust, Customer Reviews, Customer Ratings, Purchasing Decisions, Fashion

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