PENGARUH KUALITAS PRODUK, ONLINE CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN PETITE DI SHOPEE
Keywords:
Product Quality; Online Customer Review; Promotion; Purchase Decision.Abstract
This study aims to examine the influence of product quality, online customer reviews, and promotion on the purchase decisions of clothing among petite-sized women. Data were collected through questionnaires distributed to 120 respondents who had previously purchased clothing through Shopee. Each variable product quality, online customer review, promotion, and purchase decision was measured using a Likert scale. The data were analyzed using multiple linear regression to assess the relationship between the independent variables and the purchase decision. The findings of this study are expected to provide useful insights for fashion businesses, especially those targeting the petite-sized women segment, by highlighting the importance of enhancing product quality, utilizing online customer reviews, and implementing effective promotional strategies to influence consumer purchase decisions.
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