THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS, AND CELEBRITY ENDORSERS ON E-COMMERCE SHOPEE PURCHASING DECISIONS (Study on Generation Z in Tahunan District)

International Journal of Economics, Business and Accounting Research (IJEBAR) Pub Date : 2024-03-07 DOI:10.29040/ijebar.v8i1.12620

Cindy Ratna Duhita Sari, Samsul Arifin

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Abstract

This research aims to determine the influence of online customer reviews, online customer ratings and celebrity endorsers on Shopee e-commerce purchasing decisions among generation Z in Tahunan sub-district. The population is generation Z in Tahunan sub-district. The total sample was 100 respondents from Generation Z, Tahunan sub-district, which was calculated using the Slovin formula. Purposive sampling is the technique used for collecting this data. Data collection through questionnaires was analyzed using SmartPLS-4. The research results show that the existence of online customer review (X1) has a positive, significant influence on purchasing decisions. Online customer rating (X2) has a positive, significant influence on purchasing decisions. Celebrity endorser (X3) has a positive, significant influence on purchasing decisions. It can be concluded that online customer reviews, online customer ratings, and celebrity endorsers together have a positive, significant influence on purchasing decisions.

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在线客户评价、在线客户评分和名人代言人对电子商务商店购买决策的影响（对塔胡南地区 Z 世代的研究）

本研究旨在确定在线客户评论、在线客户评分和名人代言人对塔胡南分区Z世代的Shopee电子商务购买决策的影响。研究对象为大湖南分区的 Z 世代。总样本为 100 名来自大湖南分区 Z 世代的受访者，使用斯洛文公式计算得出。在收集数据时使用了目的性抽样技术。通过问卷收集的数据使用 SmartPLS-4 进行分析。研究结果表明，在线客户评价（X1）对购买决策有积极、显著的影响。在线客户评价（X2）对购买决策有积极、显著的影响。名人代言人（X3）对购买决策有积极而显著的影响。由此可以得出结论，在线顾客评论、在线顾客评分和名人代言人共同对购买决策具有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal of Economics, Business and Accounting Research (IJEBAR)

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