The Influence of Online Customer Reviews, Online Customer Ratings and Price on Purchase Intention toward Tokopedia
DOI:
https://doi.org/10.37776/manajer.v12i2.1074Abstract
This study aims to determine the effect of Online Customer Review, Online Customer Rating dan Price in Tokopedia on Purchase Intention either partially or simultaneously. This type of research is descriptive with a quantitative approach. The sample selection used purposive sampling, amounting to 125 respondents. The data analysis technique used is classic assumption test, multiple linear regression, dan hypothesis test. Based on the research results obtained: 1) Online Customer Review has positive dan significant relationship in Tokopedia on Purchase Intention used t-test. 2) Online Customer Rating has positive dan significant relationship in Tokopedia on Purchase Intention used t-test. 3) Price has positive but not significant relationship in Tokopedia on Purchase Intention used t-test. 4) Online Customer Review, Online Customer Rating dan Price simultaneously have a positive and significant relationship in Tokopedia on Purchase Intention used F-test
Downloads
Published
2022-08-10
Issue
Section
Articles
License
Copyright (c) 2022 Vensa Prita Adri, Mursal Mursal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Manuskrip yang diserahkan penulis haruslah sebuah karya yang tidak melanggar hak cipta (copyright) yang ada. Naskah yang dimasukkan harus yang belum pernah diterbitkan dan tidak dikirimkan pada waktu yang bersamaan kepada penerbit lain. Hak cipta atas semua material termasuk yang berbentuk cetak, elektronik dan bentuk lainnya dipegang oleh Jurnal Akuntansi. Setelah manuskrip telah melewati proses penyuntingan substansi dan positif diterima, penulis mengirimkan berkas Pernyataan Hak Cipta b ke alamat redaksi Jurnal Zona Manejerial.
