Effect Price and Online Customer Reviews in Shopee Consumer Purchase Decisions at Kediri City

Aryaningsih Nur Afifah, Muhammad Dian Ruhamak, Yudiarto Perdana Putra

This research aims to determine the influence of price and online customer reviews on the purchasing decisions of Shopee consumers in Kediri City. This type of research employs a quantitative approach using survey methodology. This research used a sample of 96 respondents. The sampling technique uses a non-probability sampling technique using purposive sampling with sample selection criteria. Consumers aged 17 years to > 35 years have made purchases at Shopee. The test equipment for this research is instrument testing, classical assumption testing, and multiple linear regression analysis. The results of this research are known as sig values. for the (partial) influence of X1 on Y is 0.000 < 0.05. I have known sig value. for the (partial) influence of X2 on Y is 0.004 < 0.05. Known sig value. for the (simultaneous) influence of X1 and X2 on Y is 0.000 < 0.05. This research shows that price has a positive and significant effect on consumer purchasing decisions in the Shopee marketplace. The study's findings indicate that online users' behavior has a positive and significant impact on consumers' purchasing decisions on Shopee. Thus, the research results show that price and online customer reviews have an effect positive and significant on consumer purchasing decisions on the Shopee marketplace.

2024/06/15

Price, Online Customer Reviews, Purchasing Decisions

775

779

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

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