THE IMPACT OF ONLINE REVIEWS AND VOLUME REVIEWS ON CONSUMER PURCHASE DECISIONS IN SHOPEE: A QUANTITATIVE ANALYSIS
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Samuel Morales Simanjuntak
Siti Putri Luthfiyyah
Astrea Wulanda
Syafrizal Helmi Situmorang
This study discusses the effect of Online Reviews and Volume Reviews on Purchasing Decisions. Quantitative research approach by examining 91 respondents of Shopee E-commerce users. The sample was selected using a total sampling approach. Data collection was carried out with an online questionnaire and data analysis using SPSS version 27. Research findings show that Online Reviews and Volume Reviews have a significant effect on Purchasing Decisions. The impact of online reviews and volume reviews underscores the relationship between reviews made by consumers and the number of reviews on a product or service in influencing consumer behavior in purchasing decisions.
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