ANALISIS KUANTITATIF BRAND REPUTATION, ONLINE CUSTOMER REVIEW DAN KEPUTUSAN PEMBELIAN SEPATU COMPASS PADA MARKETPLACE SHOPEE
Published 2025-08-28
Keywords
- Brand reputation, Online customer review, Purchase Decision, Compass Shoes, Marketplace
How to Cite
Abstract
This study aims to determine the influence of Brand reputation and Online customer review on Purchase Decision of Compass shoes on the Shopee marketplace. The background of this research lies in the growing trend of online shopping behavior, where customer reviews and Brand reputation perceptions play a crucial role in influencing consumer purchase decisions. This research uses a quantitative approach with a survey method and distributed questionnaires to 115 respondents who have purchased Compass shoes online. The data were analyzed using multiple linear regression with the help of SPSS version 25.
The results show that Brand reputation and Online customer review simultaneously have a significant effect on Purchase Decision, as evidenced by a significance value of 0.000. However, partially, only the Online customer review variable has a significant effect, with a significance value of 0.000 and a coefficient of 0.812. Meanwhile, the Brand reputation variable does not have a significant partial effect, with a significance value of 0.183. The Adjusted R Square value of 0.737 indicates that 73.7% of the variation in purchase decisions can be explained by the two independent variables in the model.
The implication of this research suggests that managing Online customer reviews should be a top priority in digital marketing strategies, as it has proven to be the dominant factor influencing consumer purchasing decisions
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