The Influence of Online Consumer Reviews, Prices, and Viral Marketing on Purchase Decisions at Shopee (Study on FBHIS Students at Muhammadiyah University of Sidoarjo Shopee user)
Pengaruh Online Consumer Review, Harga dan Viral Marketing Terhadap Keputusan Pembelian di Shopee (Studi Pada Mahasiswa FBHIS Universitas Muhammadiyah Sidoarjo Pengguna Shopee)
DOI:
https://doi.org/10.21070/ups.1948Keywords:
Online Consumer Review, Viral Marketing, Price, Purchase DecisionAbstract
This study aims to determine the influence of OnlineConsumer Review (X1), Price (X2), and Viral Marketing (X3) on Purchase Decisions (Y) on Shopee. This study used quantitative methods. The population in this study was active students of the Faculty of Business, Law and Social Sciences, University of Muhammadiyah Sidoarjo as many as 110 samples. Sampling is carried out by Purposive Sampling method, The data collection technique used is by survey method using questionnaires. Then the data is processed using IBM SPSS Version 25, the data analysis techniques used are data quality tests, classical assumption tests, multiple regression tests, f tests, t tests, and coefficients of determination. Based on the results of this study, it was obtained that, Online Consumer Reviews, Prices, Viral Marketing have a positive and significant effect on Purchasing Decisions at Shopee.
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