THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS, AND CELEBRITY ENDORSERS ON
E-COMMERCE SHOPEE PURCHASING DECISIONS
(Study on Generation Z in Tahunan District)

THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS, AND CELEBRITY ENDORSERS ON
E-COMMERCE SHOPEE PURCHASING DECISIONS
(Study on Generation Z in Tahunan District)

Online Customer Reviews, Online Customer Ratings, Celebrity Endorsers, Purchasing Decisions, Generation Z

This research aims to determine the influence of online customer reviews, online customer ratings and celebrity endorsers on Shopee e-commerce purchasing decisions among generation Z in Tahunan sub-district. The population is generation Z in Tahunan sub-district. The total sample was 100 respondents from Generation Z, Tahunan sub-district, which was calculated using the Slovin formula. Purposive sampling is the technique used for collecting this data. Data collection through questionnaires was analyzed using SmartPLS-4. The research results show that the existence of online customer review (X1) has a positive, significant influence on purchasing decisions. Online customer rating (X2) has a positive, significant influence on purchasing decisions. Celebrity endorser (X3) has a positive, significant influence on purchasing decisions. It can be concluded that online customer reviews, online customer ratings, and celebrity endorsers together have a positive, significant influence on purchasing decisions.

Cindy Ratna Duhita Sari1), Samsul Arifin2)

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024

PERI IRAWAN

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