THE IMPACT OF ONLINE REVIEWS AND VOLUME REVIEWS ON CONSUMER PURCHASE DECISIONS IN SHOPEE: A QUANTITATIVE ANALYSIS
DOI:
10.54443/morfai.v4i3.2190Published:
2024-10-30Downloads
Abstract
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.
Keywords:
Quantitative Analysis, Online Reviews and Volume Reviews, Consumer Purchase DecisionsReferences
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Copyright (c) 2024 Samuel Morales Simanjuntak, Siti Putri Luthfiyyah, Astrea Wulanda, Syafrizal Helmi Situmorang
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