Keywords
OCR
Trustworthiness
Purchase Results
How to Cite
Abstract
Research aim : This study aims to test and analyze the effects of Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness on Consumer Purchasing Decisions through the Shopee Marketplace.
Design/Method/Approach : This research is a type of quantitative descriptive research. The population of this study is students of the Management Study Program of Universitas Nusantara PGRI Kediri, with a sample of 40 respondents. This research was conducted by survey method on Management Study Program Students of Universtas Nusantara PGRI Kediri who had made transactions through the shopee marketplace. The sampling technique uses data analysis techniques using multiple linear regression tests. Data processing is carried out using SPSS 23.
Research Finding : The results of this study prove that Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness simultaneously have a significant effect on Consumer Purchasing Decisions through the Shopee Marketplace for Management Study Program Students of Universitas Nusantara PGRI Kediri.
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