Determinants Of Purchase Decision Local Culinary On ShopeeFood
DOI:
https://doi.org/10.32528/issh.v2i3.332Keywords:
Online Customer Rating, Online Customer Review, Purchase DecisionAbstract
There are some risks when making an online purchase, so customers should seek information about the product to make a purchase decision.This research aimed to identify the factors that influenced the purchase decision local culinary on shopeefood. These used factors were online customer rating and online customer review. This research can be categorized as associative research with a practical application of quantitative approach. The target population for this study consists of individuals who are users of the ShopeeFood application. 96 respondents were determined as a sample using a purposive sampling technique. Data processing is assisted by the Microsoft Excel application and SPSSVersion27software. The study findings indicate that both Online Customer Rating and Online Customer Review have a positive and significant impact on Purchase Decisions, as observed through partial analysis. Simultaneously, it shows that Online Customer Rating and Online Customer Review have a positive and significant effect on Purchase Decisions.
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