The Effect of Online Customer Review, Influencer Marketing, Quality Website on Purchase Decisions Online on Online Marketplace Shopee

Abstract

This research was conducted to analyze and know the influence of Online Customer Reviews, Influencer Marketing, Website Quality, on Online Purchasing Decisions at Shopee's Online Marketplace. The analytical method used in this research is descriptive analysis and multiple linear regression analysis. This type of research is associative research and the data used are primary data obtained with a list of questions whose measurements use an interval scale. Hypothesis testing is done using SPSS. The results of the research conducted indicate that simultaneously the variables Online Customer Review, Influencer Marketing, Quality Website have a significant effect on Purchasing Decisions Online on the Online Marketplace Shopee. However, partially it is known that in the results of the above research it is known that the coefficient value of the Online Customer Review variable 0.196 is negative with T count (1.742)