PENGARUH ONLINE CUSTOMER REVIEW DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI PRODUK PADA APLIKASI SHOPEE (Studi Pada Mahasiswa(i) Prodi Manajemen Universitas Azlam)

Abstract

This study aims to determine and analyze the significant influence of online customer reviews and social media marketing on product purchase interest in the SHOPEE application on Management Study Program Students at Azlam University. The type of research used is descriptive verification research. Data collection techniques used are observation, questionnaires and documentation. The questionnaire was distributed to 81 Management Study Program Students at Azlam University. The scale used in this study is the Likert scale and the analysis tool used is multiple linear regression analysis. The results of this study indicate that online customer reviews and social media marketing have a significant effect on product purchase interest in the SHOPEE application on Management Students at Azlam University. Based on the results of online customer review responses, social media marketing is good so that it can increase product purchase interest in the SHOPEE application on Management Students at Azlam University. Online customer reviews and social media marketing have a significant effect on product purchase interest in the SHOPEE application on Management Students at Azlam University. Online customer reviews have a significant effect on product purchase interest in the SHOPEE application on Management Students at Azlam University. Social media marketing has a significant influence on product purchase interest on the SHOPEE application for Management Students at Azlam University

Keywords: Online Customer Review, Social Media Marketing, Purchase Interest