Pengaruh Online Customer Review Terhadap Keputusan Pembelian Dengan Harga Sebagai Variabel Intervening Di Market Place Shopee (Studi Pada Mahasiswa FEB Angkatan 2019 Universitas Muhammadiyah Metro)

Abstract

Internet users have gone a step further not only to communicate but also to book vehicles,
trade, work and even buy property. With the emergence of consumers' need to make decisions
quickly without being bound by space and time as well as the need to manifest themselves in
cyberspace, this will have a direct or indirect impact on consumer behavior in buying and
using products online. The survey method was chosen as the primary data source. The survey
method focuses on collecting data from respondents who have certain information, thus
enabling researchers to solve problems. Data collection was carried out using a
questionnaire instrument or questionnaire. In this study, the population was undergraduate
students at UM Metro, namely students at the Faculty of Economics. The sampling technique
used accidental sampling with a total sample of 75 people. Data collection techniques using
a questionnaire with a Likert scale. The results of the study show that 1) there is a positive
and significant influence between Online Customer Reviews on Purchasing Decisions 2)
there is a positive and significant influence between Online Customer Reviews on Price 3)
there is a positive and significant influence between Price on Purchase Decision