Effectiveness of Risk Perception, Online Customer Reviews and Online Customer Ratings on Purchasing Decisions at the Tokopedia Marketplace in Sidoarjo
Efektivitas Persepsi Risiko, Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Tokopedia Di Sidoarjo
DOI:
https://doi.org/10.21070/ups.179Keywords:
Perception of Risk, Online Customer Review, Online Customer Rating, Purchasing DecisionAbstract
The purpose of this study was to determine the effect of risk perception, online customer reviews and online customer ratings on purchasing decisions at the Tokopedia marketplace in Sidoarjo. This research is an associative research using quantitative methods. This research uses technique non probability sampling with purposive sampling as the method. Respondents studied were 96 respondents with data collection in the form of questionnaires via google form. The data processing program used is SPSS Statistics 22. The results of this study show the results of risk perception had significant effect on purchasing decisions, online customer reviews had significant effect on purchasing decisions and online customer ratings had significant effect on purchasing decisions at the Tokopedia marketplace in Sidoarjo.
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