Pengaruh Online Customer Review Dan E-Service Quality Terhadap Keputusan Pembelian Melalui Marketplace (Studi Kasus Mahasiswa STIE Muhammadiyah Mamuju)
Keywords:
Online Customer Review, E-Service Quality, Purchasing Decision, MarketplaceAbstract
This study aims to analyze the effect of online customer reviews and e-service quality on purchasing decisions through marketplaces among students of STIE Muhammadiyah Mamuju. This research employs a quantitative method with a survey approach. The population consists of students from the 2016–2019 cohorts, with a sample of 93 respondents selected using a simple random sampling technique. Data were collected using a Google Form-based questionnaire and analyzed through multiple linear regression with the SPSS program. The results indicate that: (1) online customer reviews have a positive and significant effect on purchasing decisions, (2) e-service quality has a positive and significant effect on purchasing decisions, and (3) online customer reviews and e-service quality simultaneously have a significant effect on purchasing decisions through marketplaces. These findings highlight that consumer reviews and electronic service quality are essential factors influencing students’ purchasing decisions when shopping online through marketplaces
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