The Influence of Online Customer Reviews, Online Customer Ratings, Brand Image, and Price Perceptions on the Decision to Purchase Ventela Shoes on Shopee Marketplace

Naufal Khosyi Rizqullah; Totok  Haryanto; Tri Septin Muji  Rahayu; Alfato Yusnar  Kharismasyah

doi:10.55927/ijbae.v4i1.13359

Authors

Naufal Khosyi Rizqullah Universitas Muhammadiyah Purwokerto
Totok Haryanto Universitas Muhammadiyah Purwokerto
Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Alfato Yusnar Kharismasyah Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i1.13359

Keywords:

Online Customer Review, Online Customer Rating, Brand Image, Price Perception

Abstract

This study examines the effect of online customer reviews, online customer ratings, brand image, and price perceptions on purchasing decisions for Ventela shoes on the Shopee marketplace. The research subjects were the general public, with sampling using purposive sampling method, with a total sample size of 102 people. Data analysis was carried out using multiple linear regression. The results showed that 1) online customer review has a positive and significant influence on purchasing decisions, 2) online customer rating has a significant positive influence on purchasing decisions, 3) brand image has a positive and significant influence on purchasing decisions and 4) price perception has no influence on purchasing decisions.

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