Pengaruh Citra Merek dan Ulasan Pelanggan Terhadap Keputusan Pembelian di Aplikasi Shopee: Studi Pada Mahasiswa Institut Teknologi Dan Bisnis Kristen Bukit Pengharaapan

Abstrak

“This study aims to analyze the influence of brand image and customer reviews on purchasing decisions on the Shopee platform. The study employs a quantitative approach. The research population consists of 280 students from the Institut Teknologi dan Bisnis Kristen Bukit Pengharapan, with a sample of 74 respondents determined using the Slovin formula. Data analysis is conducted using multiple linear regression. The results indicate that both brand image and customer reviews have a positive and significant effect on purchasing decisions. These findings suggest that brand perception and information derived from customer reviews are key factors in shaping consumer purchasing decisions in the e-commerce context.”