PENGARUH BRAND IMAGE, VARIASI PRODUK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN BRAND ERIGO DI MARKETPLACE SHOPEE
Abstract
The development of trends in internet use is accelerating, accompanied by the development of the digital world 4.0. The role of the internet is very important in changing people's lifestyles in shopping online and business competition is getting tougher for companies. The purpose of this study was to analyze the effect of brand image, product variety, and online customer reviews on online purchasing decisions for the Erigo brand at Shopee. This study used a quantitative method using a questionnaire (survey) method which was distributed via Google forms to 120 respondents among young people who had purchased Erigo brand products online at the Shopee marketplace using purposive sampling. The collected data was processed using SPSS version 25. The method of analysis was through instrument testing, classical assumption testing, and multiple linear regression analysis. The results of this study indicate that partially brand image (X1) and product variety (X2) have a significant effect on online purchasing decisions, while the online customer review variable (X3) has no effect on online purchasing decisions. The results of the F brand image (X1) test, product variety (X2) and online customer review (X3) simultaneously have a significant effect on online purchasing decisions for the Erigo brand on the Shopee marketplace.
Keywords: Brand Image; Product Variation; Online Customer Reviews; Purchasing Decision
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