PENGARUH ONLINE STORE IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TOKOPEDIA

(Survey pada Masyarakat di Kabupaten Kuningan)

Authors

  • Alviana Dwi Novita Universitas Kuningan
  • Wachjuni Universitas Kuningan
  • Vigory Gloriman Manalu Universitas Kuningan

DOI:

https://doi.org/10.25134/digibe.v1i1.3

Keywords:

online store image, online customer review, keputusan pembelian

Abstract

This research aims to determine the influence of online store image and online customer reviews on purchasing decisions for online store products on Tokopedia. By knowing the factors that influence consumer purchasing decisions, companies can get important information to implement better marketing strategies, especially in online media. This research uses descriptive and verification methods with the population being people who have made known Tokopedia transactions in the Kuningan Regency area. The sampling technique used purposive sampling technique with a sample size of 100 people. The data collection technique used in this research is by distributing questionnaires and measuring using an interval scale. Data analysis uses multiple linear regression analysis assisted by SPSS 23 software. Based on the results of research that has been carried out, it shows that: (1) online store image and online customer reviews together have a positive and significant effect on purchasing decisions at Tokopedia, (2) online store image has a positive and significant effect on purchasing decisions at Tokopedia (3) online customer reviews have a positive and significant effect on purchasing decisions at Tokopedia

 Keywords: Online Store Image, Online Customer Review, Purchasing Decisions.

Author Biographies

Wachjuni, Universitas Kuningan

Dosen FEB Universitas Kuningan

Vigory Gloriman Manalu, Universitas Kuningan

FEB Universitas Kuningan

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Published

30-11-2023

How to Cite

Dwi Novita, A., Wachjuni, W., & Manalu, V. G. (2023). PENGARUH ONLINE STORE IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TOKOPEDIA: (Survey pada Masyarakat di Kabupaten Kuningan). Digital Business and Entrepreneurship Journal, 1(1), 21–31. https://doi.org/10.25134/digibe.v1i1.3

Issue

Vol. 1 No. 1 (2023): Digital Business and Entrepreneurship Journal

Section

Articles

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