Pengaruh Online Customer Review Dan Brand Image Terhadap Keputusan Pembelian Pada Aplikasi Shopee Di Lamongan

Muhammad Rama Dhani; Ika Purwanti; Didik Puji Wahyono; Sawabi Sawabi

doi:10.61132/menawan.v1i1.427

Authors

Muhammad Rama Dhani Institut Teknologi dan Bisnis Ahmad Dahlan
Ika Purwanti Institut Teknologi dan Bisnis Ahmad Dahlan
Didik Puji Wahyono Institut Teknologi dan Bisnis Ahmad Dahlan
Sawabi Sawabi Institut Teknologi dan Bisnis Ahmad Dahlan

DOI:

https://doi.org/10.61132/menawan.v1i1.427

Keywords:

Consulting Ficilities, Celeberity Endorser, Lifestyle, Product Purchase

Abstract

The purpose of this study was to determine the effect of online customer reviews and brand image on purchasing decisions at Shopee. partially and simultaneously. The method used is a quantitative method with a causal associative approach. The population in this study were shopee users in Lamongan with a sample of 104 respondents. The data collection technique was by distributing questionnaires. Data analysis used validity test, reliability test, classical assumption test, linear regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing using SPSS version 25.

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