PENGARUH STORE IMAGE, ONLINE CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi pada Mahasiswa UIN Sunan Ampel Surabaya)

Abstract

used was quantitative with probability sampling with a sample selection technique taken randomly as many as 200 students of UIN Sunan Ampel Surabaya who become consumers or users of the Shopee marketplace. The analytical method was the T test, the coefficient of determination and path analysis. The results of this study indicated that partially / individually variable store images, online customer reviews and promotions had a significant effect on purchasing decisions at the Shopee marketplace. Therefore the store image variable, online customer reviews and promotions through purchase intention also had a positive and significant influence on purchasing decisions at the Shopee marketplace.