THE INFLUENCE OF ADVERTISING, PRODUCT QUALITY, AND CUSTOMER RATING ON PURCHASE DECISIONS FOR SHOPEE USERS IN BATAM CITY

  • Jefri Jefri Universitas Putera Batam
  • Suhardi Suhardi Universitas Putera Batam
Keywords: Advertising, Product Quality, Customer Rating, Purchase Decision

Abstract

This research aims to find out what are the problems in online shops, in this case, these problems relate to the reciprocal relationship given by customers to the products provided by Shopee. This research aims to find out whether there is an influence from the independent variables of advertising, product quality, and customer rating on purchasing decisions. Researchers took 100 respondents who were determined using the Lemeshow formula. In this research, the researcher developed the research by adding other variables and new indicators to the research that had been carried out previously and refined it. This research is quantitative research whose data processing system uses SPSS Version 25. The data collection method is carried out using a questionnaire distributed and filled in by customers who have previously made transactions on Shopee e-commerce. The results of this test are, that partially advertising and product quality do not have a significant influence on purchasing decisions. Customer ratings partially have a significant influence on purchasing decisions. In this research, advertising variables, product quality, and customer ratings simultaneously have a significant influence on purchasing decisions for Shopee users in Batam City.

Published
2024-01-31
How to Cite
Jefri, J., & Suhardi, S. (2024). THE INFLUENCE OF ADVERTISING, PRODUCT QUALITY, AND CUSTOMER RATING ON PURCHASE DECISIONS FOR SHOPEE USERS IN BATAM CITY. JURNAL CAFETARIA, 5(1), 173-183. https://doi.org/10.51742/akuntansi.v5i1.1195
Section
JURNAL CAFETARIA JANUARI 2024