Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget

Jessica Manna Febriani Nadeak; Diana Dyassa Putri; Angeliony Adventri Gunawan; Andrew Gunawan; Salma Fauziah; Friska Nuralita Ziva; Livia Khalishta Afifah; Rezki Ashriyana Sulistiobudi

doi:10.29407/nusamba.v8i2.17553

Authors

Jessica Manna Febriani Nadeak Universitas Padjadjaran
Diana Dyassa Putri Universitas Padjadjaran
Angeliony Adventri Gunawan Universitas Padjadjaran
Andrew Gunawan Universitas Padjadjaran
Salma Fauziah Universitas Padjadjaran
Friska Nuralita Ziva Universitas Padjadjaran
Livia Khalishta Afifah Universitas Padjadjaran
Rezki Ashriyana Sulistiobudi Universitas Padjadjaran

DOI:

https://doi.org/10.29407/nusamba.v8i2.17553

Keywords:

online customer review, buying decision, marketplace Shopee, gadget

Abstract

Research aim: This study aims to determine the role of online customer reviews in purchase decisions for gadget products on the Shopee marketplace.

Design/Methode/Approach: This research used quantitative associative methods and online questionnaires were used to collect research data.

Research Finding: The regression analysis using SPSS showed a significant influence between online customer reviews and respondent’s gadget purchase decisions on the Shopee marketplace.

Theoretical contribution/Originality: Respondents are more likely react positively to information that is considered trustworthy and honest.

Practitioner/Policy implication: This finding is important for sellers and Shopee to improve online customer reviews' quality in increasing gadget product purchases.

Research limitation: Due to the utilization of a convenience sampling method and a limited number of participants, the findings from this study cannot be applied to the entire population.

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