Analysis Of The Influence Of Consumer Review On Consumer Perceptions And Product Purchasing Decisions In The Marketplace
DOI:
https://doi.org/10.31258/j5psxg48Keywords:
: Consumer Reviews, Consumer Perceptions, Purchase DecisionsAbstract
This research aims to determine the influence of consumer reviews on consumer perceptions and purchasing decisions. This type of research is quantitative research. The population in this research includes all consumers who purchase products online on marketplace platforms in the city of Pekanbaru. The sample in this study consisted of 100 respondents. The sampling method used in this research is purposive sampling, while the data processing method used in this research is path analysis. The results of this research show that consumer reviews influence consumer perceptions. Consumer reviews also influence purchasing decisions. Consumer perceptions influence purchasing decisions. And consumer reviews influence purchasing decisions through consumer perceptions.
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