PENGARUH FREE SHIPPING PROMOTION, CUSTOMER RATING, DAN CUSTOMER REVIEW TERHADAP PURCHASE DECISION
DOI:
https://doi.org/10.32509/jmb.v5i1.5864Keywords:
Gratis Ongkos Kirim, Penilaian Konsumen, Ulasan Konsumen, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh gratis ongkos kirim, penilaian konsumen, dan ulasan konsumen terhadap keputusan pembelian. Penelitian ini merupakan penelitian kuantitatif kausalitas. Jenis data penelitian yaitu data primer yang dikumpulkan dengan kuesioner. Sampel penelitian ini berjumlah 100 responden. Data dianalisis dengan analisis regresi linear berganda dengan bantuan aplikasi IBM SPSS 26. Berdasarkan hasil penelitian, hasil pengujian hipotesis dengan menggunakan uji t, gratis ongkos kirim dan penilaian konsumen tidak berpengaruh terhadap keputusan pembelian. Sedangkan ulasan konsumen berpengaruh terhadap keputusan pembelian. Nilai R2 sebesar 0,645 yang artinya variabel gratis ongkos kirim, penilaian konsumen, dan ulasan konsumen mempengaruhi keputusan pembelian sebesar 64,5%, sedangkan sisanya 35,5% dipengaruhi oleh variabel di luar variabel yang diteliti.References
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