PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA CETROO COFFEE SAMARINDA

Abstract

The aims of this research are: 1). To find out and analyze the influence of Online Consumer Reviews partially on purchasing decisions on the Shopee Marketplace. 2). To find out and analyze the influence of Online Consumer Rating partially on purchasing decisions on the Shopee Marketplace. 3). To find out and analyze the influence of Online Consumer Reviews and Online Consumer Ratings simultaneously on purchasing decisions on the Shopee Marketplace.

This research was carried out in Samarinda. Samples were taken as many as 96 respondents with the Non Probability Sampling method with Purposive Sampling sampling technique. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this study uses multiple linear regression with the SPSS application.

The research results show that 1). The online consumer review variable has a positive and significant effect on purchasing decisions. 2). The online consumer rating variable has a positive and significant effect on purchasing decisions. 3). The online consumer review and online consumer rating variables together have a positive and significant effect on purchasing decisions.