Abstract:
The aims this study to determine the effect of online customer
reviews on consumers' buying interest, the effect of price affect
consumers' buying interest, the effect of online customer review
and price affect consumers' buying interest in Shopee
marketplace.
The method used in this study is a survey method with a
quantitative approach. Meanwhile, to analyze the data obtained,
descriptive analysis and associative analysis are used, including
simple Correlation Coefficient Analysis, Multiple Coefficient
Analysis, Determination Coefficient Test, and Hypothesis Test
using Significance Test (t Test and F Test).
The results of the multiple linear regression analysis are known to
be Y = 5.344 + 0.653bX 1 + 0.325bX 2 , which means that if the
weight of X 1 increases by 1 then the weight of Y will increase by
0.653X, as well as if the weight of X 2 increases by 1 then Y will
increase by 0.325. From the results of the analysis of the multiple
correlation coefficient, it can be seen that the correlation
coefficient between the online customer review variable and the
price to buying interest is 0.710. Based on the table of numbers
0.710 is between the interval 0.60 – 0.799 which means strong.
