Pengaruh Online Customer Review, Harga dan Online Customer Ratting terhadap Keputusan Pembelian melalui Tokopedia (Studi pada Konsumen Toko Online Ventela Store Official di Kota Medan)

Abstract

In increasing sales of certain products in a business or business, of course, you must pay attention to several things that influence buying decisions from consumers. The things that must be considered by business people are as follows; Online customer reviews to increase consumer confidence, prices to attract the attention of buyers, online customer ratings which also increase consumer confidence. This study aims to analyze how the influence of online customer reviews, prices and online customer ratings on consumer purchasing decisions Ventela store in the city of Medan. The influence of online customer reviews, prices and online customer ratings will be analyzed partially and simultaneously on consumer purchasing decisions. The form of research used in this research is quantitative research with an associative approach. Sampling was carried out through non-probability sampling technique and used 100 respondents as a sample. Primary data used in this study were obtained by distributing questionnaires directly to consumers (respondents) while secondary data was obtained through library research. The data analysis technique used is validity test and reliability test. The data analysis method used is the classical assumption test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that online customer reviews and online customer reviews have a significant effect, either partially or simultaneously (together) on consumer purchasing decisions. But the price does not have a significant effect on consumer purchasing decisions. The coefficient of determination test shows that there is a fairly close relationship between online customer reviews, prices and online customer ratings on consumer purchasing decisions with an R value of 0.839. Through the value of Adjusted R Square or the coefficient of determination, it shows that the online customer review (X1), price (X2) and online customer rating (X3) variables can explain the purchase decision variable Y) of 69.4% and the rest is influenced by other variables that cannot be explained in this study of 30.6%.