Pengaruh Online Customer Review Dan Brand Image Terhadap Keputusan Pembelian Pada Aplikasi Shopee Di Lamongan
DOI:
https://doi.org/10.61132/menawan.v1i1.427Keywords:
Consulting Ficilities, Celeberity Endorser, Lifestyle, Product PurchaseAbstract
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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