Analisis Pengaruh Customer Review Dan E-Service Quality Terhadap Keputusan Pembelian Pelanggan Shopee

Abstract

This research aims to analyze the influence of customer reviews and e-service on Shopee customer purchasing decisions. The aim is to find out whether customer reviews and e-service quality have an influence on purchasing decisions. The population in this research are 100 Shopee application users who have provided reviews. The sampling technique in this research was multiple regression analysis using a purposive technique with a sample size of 100 respondents. The data analysis method used in this research is the SmartPLS ver.3 method and hypothesis testing. The results of this research show that customer reviews and e-service quality influence Shopee customers' purchasing decisions.