PENGARUH PERCEIVED RISK DAN ONLINE COSTUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI TOKOPEDIA
the purpose of this study was to determine the effect of percived risk and online customer review on purchasing decisions at Tokopedia on consumers in the city of Jombang. The method used in this research is multiple regression analysis. The population of this study is consumers who have and use Tokpedia online shopping sites or applications in the city of Jombang. Samples taken are consumers who have and use sites or online shopping applications Tokopedia as many as 100 respondents. The sample technique uses purposive sampling. The data collection technique uses a questionnaire or questionnaire given to respondents. the results showed that the perceived risk and online customer review able to influence purchasing decisions at Tokopedia
Keywords: perceived risk, online customer reviews, purchasing decisions
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