PENGARUH CUSTOMER REVIEW, KEPERCAYAAN DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA

Liu, Albert (2024) PENGARUH CUSTOMER REVIEW, KEPERCAYAAN DAN KEMUDAHAN TRANSAKSI TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to find out whether the variables customer reviews, trust and ease of transactions have an influence on purchasing decisions on Tokopedia. The sample determined in this research uses a non-probability sampling method, namely purposive sampling, which, if specifically determined, has the following criteria: Consumers aged at least 17 years or more, have had at least one transaction on the Tokopedia e-commerce platform.. Data analysis techniques used is a multiple linear regression analysis using SPSS to determine the influence of customer review variables, trust and ease of transactions on consumer purchasing decisions on Tokopedia. The results of the research conducted state that the customer review variable does not have while the trust and ease of transaction variables have a positive and significant effect on purchasing decisions

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