THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS, AND CELEBRITY ENDORSERS ON E-COMMERCE SHOPEE PURCHASING DECISIONS (Study on Generation Z in Tahunan District)
Cindy Ratna Duhita Sari,
Samsul Arifin
Abstract:This research aims to determine the influence of online customer reviews, online customer ratings and celebrity endorsers on Shopee e-commerce purchasing decisions among generation Z in Tahunan sub-district. The population is generation Z in Tahunan sub-district. The total sample was 100 respondents from Generation Z, Tahunan sub-district, which was calculated using the Slovin formula. Purposive sampling is the technique used for collecting this data. Data collection through questionnaires was analyzed using S… Show more
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