‘Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Produk iPhone Secara Online Di Shopee’.

Natasya, Brigitta (2024) ‘Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Produk iPhone Secara Online Di Shopee’. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the influence between online customer reviews and online customer ratings on the decision to purchase iPhone products online at shopee. This study used quantitative methods. The population in this study is all people who have bought iPhone products on shopee e-commerce. The sampling technique uses purposive sampling and obtains 100 respondents. Hypothesis testing is performed by multiple linear regression analysis. The results showed that there was a significant positive influence of both variables, namely online customer reviews, online customer ratings on purchase decisions and these two variables simultaneously also had a positive influence on the purchase decision of iPhone products at shopee.

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