THE INFLUENCE OF CUSTOMER SATISFACTION, CUSTOMER RATINGS, AND TRUST ON PURCHASE DECISIONS AMONG LAZADA USERS IN BATAM CITY

  • Erdyansyah Erdyansyah Universitas Putera Batam
  • Triana Ananda Rustam Universitas Putera Batam
Keywords: Customer satisfaction; customer ratings; trust; purchase decisions

Abstract

This research aims to investigate the impact of customer satisfaction, customer ratings, and trust on consumer purchasing decisions. The study was conducted in Batam City in 2023 using a quantitative research design. The population consisted of 204 individuals selected through random sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The research findings indicate that customer satisfaction has a positive and significant impact on purchase decisions, as evidenced by a significant value of 0.000 < 0.05. Similarly, customer ratings exhibit a significant positive influence on purchase decisions, supported by a significance value of 0.000 < 0.05. Additionally, trust was found to have a significant positive impact on purchase decisions, with a significance value of 0.002 < 0.05. The research findings demonstrate that customer satisfaction, customer ratings, and trust significantly impact purchase decisions. Statistical analysis indicates a significant relationship with a significance value of 0.000, which is below the threshold of 0.05. Moreover, the calculated F value of 67.533 surpasses the critical value of 2.65 based on the F table. The R Square value of 0.503 highlights the impact of purchase decisions, customer ratings, and trust. The remaining 49.7% is attributed to other variables within this research.

Published
2024-01-31
How to Cite
Erdyansyah, E., & Rustam, T. A. (2024). THE INFLUENCE OF CUSTOMER SATISFACTION, CUSTOMER RATINGS, AND TRUST ON PURCHASE DECISIONS AMONG LAZADA USERS IN BATAM CITY. JURNAL CAFETARIA, 5(1), 121-129. https://doi.org/10.51742/akuntansi.v5i1.1189
Section
JURNAL CAFETARIA JANUARI 2024