PERAN FOTO PRODUK, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING PADA MINAT BELI  KONSUMEN DI E-COMMERCE

Saipulloh Fauzi; Lia Febria Lina

doi:10.24853/jmmb.2.1.21-26

PERAN FOTO PRODUK, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING PADA MINAT BELI KONSUMEN DI E-COMMERCE

Saipulloh Fauzi, Lia Febria Lina

Abstract

Penelitian ini bertujuan untuk menguji pengaruh foto produk, online customer review dan online customer pada minat beli di e-commerce. Metode analisis yang digunakan adalah analisis kuantitatif dengan melakukan survey pada 100 responden yaitu masyarakat Bandar Lampung yang memiliki aplikasi Shopee dan dilakukan pengujian dengan bantuan alat analisis SPSS. Hasil penelitian ini menunjukkan bahwa foto produk, online customer review dan online customer rating berpengaruh positif pada minat beli di e-commerce. Ketika konsumen merasa bahwa foto produk jelas, online customer review dan online customer rating pengguna lain memberikan manfaat dalam hal memberikan informasi terkait produk maka dapat meningkatkan niat beli

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DOI: https://doi.org/10.24853/jmmb.2.1.21-26