The Effect of Country of Origin and Online Customer Review on Purchase Decision of Uniqlo Products in Mataram City

Muhammad Shaghiar Maulana, Dwi Putra Buana Sakti

This study aims to determine the effects of country of origin and online costumer review, on purchase decision in Uniqlo products. The type of research used was descriptive quantitative with causal associative nature. The population in this study were consumers who have previously purchased Uniqlo products. The number of samples taken was 100 people. The sampling technique used in this research was purposive sampling technique. The data were collected through an online survey and analyzed using multiple linear regression analysis through the SPSS version 25 program. The results showed that country of origin and online costumer review have a positive and significant influence on purchase decision.

2024/06/15

Country of Origin, Online Costumer Review, Purchase Decision

738

742

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21