Exploring The Role Of Price Awareness Online Customer Feedback, And Ratings In Influencing Purchasing Decisions On Lazada E-Conmerce Platform
DOI:
https://doi.org/10.32528/issh.v2i3.418Keywords:
Price Consciousness, Online Customer Riview, Online Customer Rating, Purchase DecissionsAbstract
The practice of online shopping has now spread to campuses and the world of higher education. Students who were previously used to shopping in person are now more likely to prefer shopping online because of the convenience that online stores provide. This change in behavior can be seen in the rapid development of internet technology. To reduce regret after purchasing an item, someone who wants to decide to buy it will research the item. Price, user reviews, and star ratings are just a few of the factors that influence a shopper's final decision. A total of 105 participants were surveyed quantitatively, and their responses were analyzed with multiple linear regression techniques. The results show that while the Price Consciousness variable (X1) does not significantly influence the Purchase Decision variable (Y) in Lazada e-commerce, the Online Customer Review variable (X2) does, as indicated by a tcount value of 3,408 > ttable of 1,983 and its significance value of 0.001 0.05. Furthermore, there is a statistically significant correlation between Online Customer Rating (X3) and Purchase Decision (Y) in Lazada e-commerce (tcount = 4.334 > ttable = 1.983, p = 0.000 0.05). The variables Price Consciousness (X1), Online Customer Review (X2), and Online Customer Rating (X3) only account for 66.9% of the Purchase Decision (Y), while the remaining 33.1% can be accounted for by other factors.
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