Image of Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di Marketplace Lazada (Studi Pada Mahasiswa Fisip Universitas Riau Pengguna Aplikasi Lazada)
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Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di Marketplace Lazada (Studi Pada Mahasiswa Fisip Universitas Riau Pengguna Aplikasi Lazada)

The development of technology and the internet has changed the consumer paradigm in making purchases, especially through online platforms such as Lazada. This research aims to examine the influence of online customer reviews and ratings on purchasing decisions on the Lazada marketplace, with a focus on students at the Faculty of Social and Political Sciences, University of Riau who use the Lazada application. The research method used was a survey via questionnaire distributed to 100 student respondents. Data analysis was carried out using multiple linear regression techniques to test the research hypothesis. The research results show that online customer reviews and online customer ratings have a significant influence on purchasing decisions at Lazada. This shows that online customer reviews and ratings play an important role in shaping buyers' perceptions of the products offered on the platform.

Keywords : Online Customer Review, Online Customer Rating, and Purchase Decision

Ketersediaan
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Perpustakaan Universitas Riau 2001112855
2001112855
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2001112855
Penerbit
Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2001112855
Tipe Isi
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Tipe Media
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Tipe Pembawa
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Edisi
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Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
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Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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