Pengaruh Online Customer Rating, Online Customer Review Dan Brand Ambassador Terhadap Minat Beli E-Commerce Shopee Pada Universitas Prima Indonesia

Authors

  • Gregori Datiar Nyimpado Universitas Prima Indonesia
  • Fenny Krisna Marpaung Universitas Prima Indonesia
  • M. Agung Almusahwir Universitas Prima Indonesia
  • Adillah Nurhidayah Universitas Prima Indonesia
  • Ezra Amanda Sihaloho Universitas Prima Indonesia
  • Juli Meliza Sekolah Tinggi Ilmu Manajemen Sukma Medan

DOI:

https://doi.org/10.37385/msej.v5i2.4579

Keywords:

Online Customer Rating, Online Customer Review, Brand Ambassador, Buy Interest

Abstract

The study's overarching goal was to ascertain how Universitas Prima Indonesian students' perceptions of online customer ratings, reviews, and brand ambassadors affected their propensity to use Shopee for online shopping. This study's population consists of all current Universitas Prima Indonesia students. Using the Non-Probability Sampling technique with Purposive samplings and certified Hair et al formula, a questionnaire was randomly distributed using gform to 100 respondents from Universitas Prima Indonesia for the sampling. The statistical package SPSS is used for data processing in this study, which employs dual linear regression. Universitas Prima Indonesian students' interest in purchasing from Shopee and other e-commerce platforms is positively and significantly impacted by brand ambassadors, online customer reviews, and variable online customer ratings.

 

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Published

2024-11-20

How to Cite

Nyimpado, G. D., Marpaung, F. K., Almusahwir, M. A., Nurhidayah, A., Sihaloho, E. A., & Meliza, J. (2024). Pengaruh Online Customer Rating, Online Customer Review Dan Brand Ambassador Terhadap Minat Beli E-Commerce Shopee Pada Universitas Prima Indonesia. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 3474–3489. https://doi.org/10.37385/msej.v5i2.4579

Issue

Vol. 5 No. 1 (2024): Management Studies and Entrepreneurship Journal (MSEJ)

Section

Articles