The Influence of Online Customer Reviews on Purchase Intention at Shopee 26 Store Pekanbaru
DOI:
https://doi.org/10.25299/valuta.2023.v9i1.23009Keywords:
Online Customer Riview, Purchase IntentionAbstract
This study aims to examine the influence of online customer reviews on purchase intention at Shopee 26 Store Pekanbaru. The research employs a quantitative method with a descriptive approach to systematically and factually describe the data. The location of the study is Shopee 26 Store Pekanbaru, located at Jalan Letjend. S. Parman, Kelurahan Suka Mulia, Kecamatan Sail, Kota Pekanbaru, Riau. The study population consists of customers who have purchased products at the store, totaling 2,773 individuals. The sample was taken using the Slovin formula with a margin of error of 10%, resulting in 96 samples. Purposive sampling was employed, selecting respondents who have made online purchases at Shopee 26 Store Pekanbaru. Primary data were obtained through observations, interviews, and questionnaires, while secondary data were gathered from related literature. Quantitative data analysis techniques were used. This study concludes that online customer reviews have a significant influence on purchase intention at Shopee 26 Store Pekanbaru.
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