PENGARUH KUALITAS PRODUK, ULASAN PRODUK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI KOTA BATAM
DOI:
https://doi.org/10.33884/scientiajournal.v6i1.8385Abstrak
The rapid advancement of internet technology has had a profound impact on businesses, particularly in terms of the convenience of online shopping. However, various challenges related to product quality, reviews, and trust have emerged in this context. This research aimed to examine the influence of product quality, reviews, and trust on purchasing decisions within Shopee, an online marketplace. The researchers employed a quantitative research method, specifically an inferential approach, to analyze the relationship between variables through hypothesis testing. A total of 204 respondents participated in the study, and data was collected through online questionnaires employing a Likert scale. The analysis method used is multiple linear regression. From the test results, the t value of the product quality variable countsvariable X1 is 5.188 > t table (1.972) or the significance value of the motivation variable is 0.000 < 0.05, so the hypothesis is accepted. The findings revealed a positive and significant impact of product quality, product reviews, and trust on purchasing decisions within Shopee in Batam City.
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