Pengaruh Online Customer Review, Online Customer Rating dan Promosi Terhadap Keputusan Pembelian pada Produk Kopi Janji Jiwa Pematang Siantar

Abstract

This research aims to determine and analyze the influence of online customer reviews, online customer ratings and promotions on purchasing decisions for Janji Jiwa Pematang Siantar coffee. The population in this study is Janji Jiwa Coffee consumers who have Gen z status and have purchased Janji Jiwa Coffee online, the number of the population in this study is unknown. The number of samples in this research was 80 respondents using a purposive sampling technique with certain criteria. Data collection uses a questionnaire. Data analysis used in this research uses multiple linear regression analysis. The results of this research partially show that online customer reviews have a positive and significant effect on purchasing decisions, online customer ratings have a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions. Simultaneously, online customer reviews, online customer ratings and promotions have a positive and significant influence on purchasing decisions for Janji Jiwa Pematang Siantar coffee.