PENGARUH HARGA, ONLINE CUSTOMER REVIEW, KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN SHOPEE PAYLATER

Solikah Nur Rohmah, Rizal Ula Ananta Fauzi, Apriyanti Apriyanti

Abstract


The purpose of this writing is to test the influence price, online customer reviews, service quality and brand image on purchasing decisions using Shopee PayLater payments in the city of Madiun. The method used is a quantitative method, by utilizing  Smart-PLSs 3.0 analysis tool. The results of the study partially show that variables X1 (price), X3 (service quality), and X4 (brand image have a positive and significant effect on purchasing decisions using Shopee PayLater payments in the city of Madiun. Variable X2 (online customer review) has no influence purchasing decisions using Shopee PayLater payments in the city of Madiun. While the simultaneous variables of price, online customer reviews, service quality and brand image influence purchasing decisions using Shopee PayLater payments in the city of Madiun


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References


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