Pengaruh Harga, Citra Merek dan Online Customer Review terhadap Keputusan Pembelian di Aplikasi Belanja Shopee (Studi Kasus Gen-Z Pengguna Shopee di Desa Paya Bakung Kecamatan Hamparan Perak)

Abstract

Technological developments in the era of globalization in 2023 will make online communication and business transactions easier. Generation Z, as digital natives, has a big influence in the digital and e-commerce world. This has also changed the way of shopping through platforms such as Shopee. They are highly connected to technology, sensitive to price, pay attention to brand image, and rely on customer reviews before making purchasing decisions, all of which influence their choices. This research aims to analyze the influence of price, brand image and online customer reviews on purchasing decisions on the Shopee application among Gen- Z in Paya Bakung Village, Hamparan Perak District. The research method used in this research is a quantitative method with an associative approach. Multiple linear regression results Y 2.291 + 0.309 X1 + 0.329 X2 + 0.301 X3. The VIF value of all variables is < 10, indicating there is no multicollinearity. The significance test (p 0.05) shows there is no heteroscedasticity. F test (53.793) F- table (2.72) shows the simultaneous influence of variables on purchasing decisions. The t test shows that all variables have a positive and significant effect (p 0.05). The coefficient of determination (Adjusted R Square) is 0.667, meaning that 66.7% of the variation in Purchasing Decisions is explained by the three variables. This research can be concluded that price, brand image and online customer reviews have a positive and significant effect on purchasing decisions in the Shopee application.