PENGARUH ULASAN PRODUK, KEMUDAHAN, DAN KEAMANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SECARA ONLINE PADA SHOPEE DI KOTA MAKASSAR

Ananda Febriana. 2023. Product Reviews, Convenience, and Security Affect the Choice of Buying Products Online at Shopee Makassar City, Supervised by Yuswari Nur and Mariah.
This study aims to determine (1) The effect of product reviews, convenience, and security on online product purchasing decisions at Shopee in Makassar City partially (2) The effect of product reviews, convenience, and security on online product purchasing decisions at Shopee in Makassar City partially simultaneously (3) The variable that has the most dominant influence on the decision to purchase products online at Shopee in Makassar City.
The sample for this study was 100 respondents who were Makassar City residents who shopped at Shopee. The research used quantitative data types and multiple linear regression analysis methods by collecting data using a questionnaire
with a Likert scale.
The results of the study show that (1) Product review variables have no partial effect while convenience and security have a partial effect on online product purchasing decisions (2) Product Review, convenience, and safety variables simultaneously influence online product purchasing decisions (3) Variables which has the most dominant influence on product purchasing decisions online at Shopee in Makassar City is Convenience.