Pengaruh online customer review, promosi, dan kemudahan penggunaan terhadap keputusan pembelian e-commerce Shopee di kota Batam

Susi Angelina Nasution, Asron Saputra

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh online customer review, promosi, dan kemudahan penggunaan terhadap keputusan pembelian e-commerce Shopee di Kota Batam. Dewasa ini pembelian tidak haya terjadi di luar jaringan, namun dalam jaringan menjadi alternatif yang menjanjikan mengingat kepraktisannya. Penelitian menggunakan metode kuantitatif dengan penyebaran kuesioner melalui google form kepada 399 sampel yang bertempat tinggal di Batam dan telah melakukan pembelian di Shopee serta dengan penentuan sampel dengan metode purposive sampling, data kemudian diproses menggunakan SPSS versi 26. Hasil penelitian ini ialah Online Customer Review berpengaruh secara positif dan signifikan terhadap Keputusan Keputusan Pembelian E-Commerce Shopee di Batam. Promosi berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian E-Commerce Shopee di Kota Batam Kemudahan Penggunaan berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian E-Commerce Shopee di Kota Batam. Online Customer Review, Kemudahan, dan Promosi, memiliki pengaruh secara simultan, positif dan signifikan terhadap Keputusan Pembelian E-Commerce Shopee di Kota Batam.

Keywords: Online Customer Review, Online Customer Rating, Ease of Use, Customer Puschase Decision.

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DOI: https://doi.org/10.37531/sejaman.v6i2.5102

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