PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI GRAB UMAH PRADJA
DOI:
https://doi.org/10.35446/dayasaing.v12i2.2240Keywords:
Online Customer Review, , Online Customer Rating, Purchase DecisionAbstract
This study aims to determine the Influence of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions on the Grab Application at Umah Pradja. This study uses a quantitative approach, with the data collection technique used being a questionnaire distributed using Google Form media and going directly to the field with a measuring instrument in the form of a Likert scale, where those selected as respondents are consumers who have shopped at Umah Pradja through the Grab application with a total of 65 buyers. The data analysis technique used in this study is SPSS Version PASW Statistics 18. The results of the study show that Reviews and Ratings have a positive and significant effect on Purchasing Decisions.
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