Pengaruh Harga Dan Ulasan Pelanggan Terhadap Keputusan Pembelian Di Shopee (Studi Kasus Di Desa Tlogosadang Lamongan)

Abstract

The purpose of this study was to analyze Shopee users in Tlogosadang Village, Lamongan, to find out how much weight customers give to prices and reviews when making purchases. One dependent variable, purchase decision (Y), and two independent variables, price (X1) and customer reviews (X2), were used in the study. The sample size was 100 individuals, selected using a basic random sampling method. Quantitative methods such as validity tests, reliability, multiple linear regression, coefficient of determination (R2), and hypothesis tests were used to analyze data collected through questionnaires. According to the findings, customer evaluations significantly influenced the choice of purchase, while prices did not. A total of 63.2% of the positive and statistically significant impact on purchasing choices came from pricing and customer reviews, with the remaining 36.8% coming from variables that had not yet been studied.