PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI E-COMMERCE (SURVEI PADA PENGGUNA PEGI-PEGI)

Abstract

In The Digital Era, Science And Technology Are Developing Very Fast. The Development Of This Digital Era Has An Increasingly Open Effect, Because Information And Knowledge From Various Parts Of The World Flow Across The Boundaries Of Distance, Place, Space And Time. The Reality Of Human Life In This Digital Era Is Inseparable From Technology That Influences Different Lives, Changes The Way Of Life And Daily Human Activities.This Study Is Entitled The Influence Of Online Customer Reviews On Purchase Decisions In The Pegi-Pegi Application. The Theory Used In This Study Is The AIDA Theory Model And The Method Used Is A Quantitative Approach And The Object Of This Research Is The Purchase Decision, And The Paradigm Used Is The Positivism Paradigm And A Sample Of 100 Respondents The Result Of This Study Is A Discussion Of Online Customer Reviews On Purchasing Decisions In The Pegi-Pegi Application. It Can Be Concluded That In This Study There Were 100 Respondents, So The Researcher Was Able To Answer The Problem Formulation And Conclude The Results Of The Study That There Is An Effect Of Online Customer Reviews On Purchasing Decisions Of 75.1% And Has A Unidirectional Relationship Pattern. This Means That The Online Customer Review Of Purchasing Decisions In The Pegi-Pegi Application Has An Effect. So It Can Be Said That Ha Is Accepted And It Is Stated That Online Customer Reviews Have An Effect On Purchasing Decisions.