Pengaruh Online Customer Review dan Kemudahan Transaksi Terhadap Keputusan Pembelian Di Shopee

Falatehan, Falatehan (2026) Pengaruh Online Customer Review dan Kemudahan Transaksi Terhadap Keputusan Pembelian Di Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether Online Customer Reviews and ease of transaction influence purchasing decisions on Shopee. This study uses a quantitative approach with non-probability sampling techniques through purposive sampling. The sample was selected based on several predetermined criteria, with a total of 110 respondents. Data analysis was performed using SPSS to test the variables of Online Customer Reviews and ease of transaction on purchasing decisions on Shopee. Hypothesis testing was conducted using multiple regression analysis. The results of the study show that, partially, Online Customer Reviews have a positive and significant effect on purchasing decisions on Shopee. Meanwhile, the simultaneous results show that Online Customer Reviews and ease of transaction have a positive and significant effect on purchasing decisions on Shopee.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Online Customer Reviews, Ease Of Transactio, Purchase Decision.
Subjects: H Social Sciences > HF Commerce
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3870 not found.
Date Deposited: 20 Jul 2026 01:57
Last Modified: 20 Jul 2026 01:57
URI: http://eprints.ukmc.ac.id/id/eprint/15661

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