PENGARUH AFFILIATE MARKETING, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI PADA MASYARAKAT KOTA PONOROGO)

Bella Fatikasari, Rizal Ula Ananta Fauzi

Abstract


This research is entitled "The Influence of Affiliate Marketing, Online Customer Reviews, and Online Customer Ratings on Purchasing Decisions in Shopee E-Commerce (Study in Ponorogo City Communities)". This research aims to determine the influence of Affiliate Marketing, Online Customer Reviews, and Online Customer Ratings on Purchasing Decisions at Shopee E-Commerce (Study in Ponorogo City Communities). The type of research used in this research is a quantitative approach, while the analysis tool used is SPSS version 25. Sampling in this research uses purposive sampling. The sample used was 384 respondents. Based on statistical test results, it shows that 1) Affiliate marketing has a positive and significant effect on purchasing decisions at Shopee e-commerce in Ponorogo City. 2) Online customer reviews have a positive and significant influence on purchasing decisions at Shopee e-commerce in Ponorogo City. 3) Online customer rating has a positive and significant effect on purchasing decisions at Shopee e-commerce in Ponorogo City.

Keywords: Affiliate Marketing, Online Customer Reviews, Online Customer Ratings, Purchase Decisions


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References


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