PENGARUH ONLINE CUSTOMER REVIEW, HARGA, DAN AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI TIK-TOK SHOP

Afifatuz Zahroi, Rizal Ula Ananta Fauzi, Ahmad Nur Aziz

Abstract


The evolution of the times has brought significant changes, especially the changes of technology that are increasingly sophisticated, therefore, businessmen use a lot of Internet technology called online shops or online shopping. The research method used was a quantitative approach using SmartPLS software. The results of the study were online customer review had no significant influence on purchasing decisions, prices had a significant impact on work discipline, and affiliate marketing had a major impact on purchase decisions. Based on the results of the research, the author's suggestion for further research is to be able to modify the variable or add another variable other than online customer review as a consideration of the validity of the results at the end of the study, so that other variables are expected to be known their influence and to perfect the results from the research.


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