KEMUDAHAN BERTRANSAKSI DAN REVIEW KONSUMEN : FAKTOR PENENTU DALAM KEPUTUSAN PEMBELIAN MARKET PLACE
Keywords:
Ease of Transaction, Online Customer Review, Purchase DecisionAbstract
This study aims to determine the effect of transaction ease and online customer reviews on purchasing decisions among Shopee users. The research was conducted using a quantitative method with a survey approach, involving respondents who have made purchases through Shopee. Data collection was carried out using a questionnaire distributed to 116 respondents. The analysis technique used was multiple linear regression. The results showed that both transaction ease and online customer reviews had a significant positive effect on purchasing decisions. Online customer reviews were found to be the most dominant factor influencing consumer decisions. These findings highlight the importance for e-commerce platforms to ensure seamless transaction experiences and maintain the credibility of customer review systems to enhance consumer trust and encourage repeat purchases.
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Copyright (c) 2025 Nefrida, Y Rahmat Akbar, Amalia Masturina, Cici Piramida, Shabrina Desfri Syarma, Vania Zafila, Wandi Febrian (Author)
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