Antecedent of Purchase Decision at E-Commerce Shopee : Online Customer Review, Customer Rating and Brand Ambassador Korea: Antecedent of Purchase Decision at E-Commerce Shopee : Online Customer Review, Customer Rating and Brand Ambassador Korea

Riska Putri Ayu  Ningtias; Supardi Supardi

doi:10.21070/ups.1057

##article.authors##

Riska Putri Ayu Ningtias Universitas Muhammadiyah Sidoarjo
Supardi Supardi Universitas Muhammadiyah Sidoarjo https://orcid.org/0000-0002-0840-9092

DOI:

https://doi.org/10.21070/ups.1057

Keywords:

Online Customer Review, Customer Rating, Brand Ambassador, Purchase Decisions, E-commerce Shopee

Abstract

This study aims to determine the effect of Online Customer Reviews, Online Customer Ratings and Brand Ambassador Korea on purchasing decisions at E-commerce Shopee. This research is a causal research using quantitative methods. The sampling technique used in this study was accidental sampling with 96 respondents. Data collection techniques by distributing questionnaires. The data analysis technique uses Partial Least Square (PLS) using the Smart-PLS Version 3.0 program. The results of this study indicate that. (1) Online Customer Review Influencing purchasing decisions. (2) Online Customer Rating influences purchasing decisions. (3) Brand Ambassadors influence purchasing decisions.

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Antecedent of Purchase Decision at E-Commerce Shopee : Online Customer Review, Customer Rating and Brand Ambassador Korea