Pengaruh Online Customer Experience Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Today 88 Parfume Medan pada Marketplace Shopee

Abstract

Penelitian ini bertujuan untuk mengetahui (1) Pengaruh Online Customer Experience terhadap Keputusan Pembelian (2) Pengaruh Online Customer Review terhadap Keputusan Pembelian (3) Pengaruh Online Customer Rating terhadap Keputusan Pembelian (4) Pengaruh Online Customer Experience, pengaruh Online Customer Review dan pengaruh Online Customer Rating terhadap Keputusan pembelian. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel 96 responden pada customer Today 88 Parfume Medan melalui kuesioner. Teknik analisis data menggunakan uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Online Customer Experience (X1) memiliki pengaruh terhadap Keputusan Pembelian (Y) dibuktikan melalui nilai t hitung yaitu 4.563 > t tabel 1,984984 ; Online Customer Review (X2) memiliki pengaruh terhadap Keputusan Pembelian (Y) dibuktikan melalui t hitung 4.333 > t tabel 1,984984 ; Online Customer Rating (X3) memiliki pengaruh terhadap Keputusan Pembelian (Y) dibuktikan melalui nilai t hitung yaitu 5.836 > t tabel 1,984984 ; ada pengaruh yang signifikan antara pengaruh Online Customer Experience , Oline Customer Review dan Online Customer Rating terhadap Keputusan Pembelian. Yang dilihat melalui F hitung > F tabel dimana nilainya 192,930 > 2,699393 artinya secara bersama sama (Simultan). This research aimed to determine (1) the influence of Online Customer Experience on purchase decisions (2) The Influence of Online Customer Reviews on Purchase Decisions (3) The Influence of Online Customer Rating on Purchase Decisions (4) The influence of Online Customer Experience, the influence of Online Customer Review and the influence of Online Customer Rating on purchase decisions. This study uses a quantitative method with a sample of 96 respondents on customer Today 88 Parfume Medan through a questionnaire. The data analysis technique uses multiple linear regression tests. The results of this study show that Online Customer Experience (X1) has an influence on the Purchase Decision (Y) as evidenced by the calculated t value of 4.563 > t table 1.984984 ; Online Customer Review (X2) has an influence on Purchase Decision (Y) as evidenced by t calculation 4,333 > t table 1.984984; Online Customer Rating (X3) has an influence on Purchase Decision (Y) as evidenced by the calculated t value of 5,836 > t table 1.984984; there is a significant influence between the influence of Online Customer Experience, Oline Customer Review and Online Customer Rating on Purchase Decisions. What is seen through F calculates > F table where the value is 192.930 > 2.699393 means together (Simultaneous).