PENGARUH ONLINE CUSTOMER REVIEW AND RATING, E-SERVICE QUALITY DAN PRICE TERHADAP MINAT BELI PADA ONLINE MARKETPLACE SHOPEE (Studi Empiris Pada Mahasiswa Universitas Muhammadyah Magelang)

Abstract

This study aims to examine the effect of online customer review and rating, e-service
quality and price on buying interest in Shopee. The sampling method with the method of
Accidental Sampling with a sample of 90 respondents, students of the University of
Muhammadyah Magelang. The analytical method used is quantitative analysis. The data
analysis technique used is the data quality test consisting of validity and reliability tests,
multiple linear regression analysis, and hypothesis testing consisting of the coefficient of
determination, f test and t test. The results of this study indicate that the influence of online
customer reviews and ratings, e-service quality and price has a positive effect on buying
interest in Shopee's online marketplace.