The Effect of Product Review on Purchase Decisions Online on Rananta Store Batam

DOI

10.2991/assehr.k.210424.030How to use a DOI?

Keywords

product review, product quality, delivery of goods, product prices, purchasing decisions

Abstract

The purpose of this study was to determine the effect of product reviews on online purchasing decisions at Rananta store Batam. This type of research is quantitative. Sampling uses a purposive sampling technique The data used are primary data obtained by distributing questionnaires consisting of 12 items / indicator statements regarding product review variables that have sub variables (1) product quality, (2) delivery of goods, (3) price of products and decision variables purchases of 100 respondents who have never and have shopped at Rananta store. The data analysis technique used is multiple linear regression analysis using SPSS version 22 for windows. The results of data analysis indicate that there is an influence of the Online Customer Review on product purchasing decisions. This shows that product reviews greatly affect prospective consumers in making purchasing decisions online, where high positive reviews will cause a sense of confidence for consumers in making purchases. Reviews are very important in the era of digital marketing today because everyone is always looking for and looking at a review before making a decision. Therefore, because of the importance of a product review in a digital marketing it is necessary for Rananta store to have an application that makes it easy for prospective customers to see product reviews before buying. And Rananta store can also expand its shop to get more new buyers who buy based on existing reviews.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yulinda Tarigan
AU  - Ayu Puspitasari
AU  - Zulfa Refera
AU  - Fandy Bestario Harlan
AU  - Zainal Abidin Tarigan Sirait
PY  - 2021
DA  - 2021/04/26
TI  - The Effect of Product Review on Purchase Decisions Online on Rananta Store Batam
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science (ICAST-SS 2020)
PB  - Atlantis Press
SP  - 159
EP  - 162
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210424.030
DO  - 10.2991/assehr.k.210424.030
ID  - Tarigan2021
ER  -