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All Journal Jurnal Ilmu Manajemen Profitability
Nonik Kusuma Ningrum
Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influence of customer reviews, safety and convenience on online purchasing decisions Case study marketplace shopee Mistika Ignasia Br Ginting; Muinah fadhilah; Nonik Kusuma Ningrum
Jurnal Ilmu Manajemen Profitability Vol 7, No 1 (2023): FEBRUARI 2023
Publisher : Universitas Muhammadiyah Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/profitability.v7i1.10253

Abstract

The purpose of the study was to determine the effect of customer reviews, security and convenience on online purchasing decisions through the marketplace. This research is a quantitative research. The target population is the people of Yogyakarta shopping online on the Shopee marketplace. The research sample is 100 respondents. The data collection method used the questionnaire method, while the data analysis technique used multiple regression analysis and classical assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test. The results showed that customer reviews had a positive effect on online purchasing decisions with a significance value of 0.029 0.05. Security has a positive effect on online purchasing decisions with a significance value of 0.002 0.05. Ease has a positive effect on online purchasing decisions with a significance value of 0.000 0.05. Customer reviews, security and convenience simultaneously influence online purchasing decisions on the Shopee marketplace with a significance value of 0.000 0.05.
Co-Authors Mistika Ignasia Br Ginting Muinah Fadhilah