Pengaruh Online Customer Review, Customer Experience, dan Trust Terhadap Keputusan Beli Ulang

Abstract

This study aims to analyze the Influence of Online Customer Review, Customer Experience , and Online Trust on Repurchase Decisions Through the Shopee Marketplace. This study was conducted using a quantitative method by distributing questionnaires online to 140 Shopee marketplace users. The technique used to distribute the questionnaire in this study was using the random sampling technique. The data obtained were analyzed using several tests, namely validity tests, reliability tests, classical assumption tests, multiple regression analysis, and hypothesis tests. The results of the study showed that Online Customer Review had no significant effect on repurchase decisions, Customer Experience had a significant effect on repurchase decisions and Online Trust had a significant effect on repurchase decisions. This study is expected to provide insight into consumer decisions to make repeat purchases through the Shopee marketplace.