THE INFLUENCE OF ONLINE CUSTOMER REVIEW, PRICE AND SERVICE QUALITY ON WIZZMIE CONSUMER PURCHASE DECISIONS IN MADIUN

Dea Nurfath Ramadhani, Heny Sidanti, Rollis Ayu Ditasari

Abstract


This study aims to determine the influence of online customer reviews, price, and service quality on purchasing decisions among Wizzmie consumers in Madiun (a case study of the community in Madiun City). This quantitative study involved 384 people. The sampling method used was the Lemeshow sampling method. Data collection used a questionnaire distributed via Google Form. The data analysis technique used a Structual Equation Modeling (SEM) test tool with SmartPLS Version 3.0.The results of this study indicate that 1) Online customer reviews have a positive and significant effect on purchasing decisions among Wizzmie consumers in Madiun City. 2) Price has a positive and significant effect on purchasing decisions among Wizzmie consumers in Madiun City. 3) Service quality has no effect on purchasing decisions among Wizzmie consumers in Madiun City.


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