The Influence of Online Customer Reviews and Return Guarantees on Purchasing Decisions on The Shopee Marketplace (Study of FEB Undana Students)

Frederik Krisantus Kadju (), Apriana H. J. Fanggidae and Yosefina K. I. D. D. Dhae
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Frederik Krisantus Kadju: Universitas Nusa Cendana, Indonesia, Management Study Program, Faculty of Economic and Business
Apriana H. J. Fanggidae: Universitas Nusa Cendana, Indonesia, Management Study Program, Faculty of Economic and Business
Yosefina K. I. D. D. Dhae: Universitas Nusa Cendana, Indonesia, Management Study Program, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023), 2024, pp 147-160 from Springer

Abstract: Abstract This study aims to determine the effect of online customer reviews and return guarantees on purchasing decisions at the Shopee marketplace. The population in this study were FEB Undana students who had shopped at Shopee. Determining the sample using the Non-Probability Sampling technique and calculating the sample size using Accidental Sampling, the sample used was 100 respondents. The research method used in this research is quantitative research. Data analysis using multiple linear regression data analysis using the SPSS Version 22 application. The results showed that partially online customer reviews had a significant effect on purchasing decisions and return guarantees also had a significant effect on purchasing decisions. Simultaneously, online customer reviews and return guarantees have a significant effect on purchasing decisions in the Shopee marketplace.

Keywords: Online Customer Review; Return Guarantee; Purchase Decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-411-2_13

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