Daya Tarik Online Customer Review dan Cash on Delivery: Kunci di Balik Purchase Intention
DOI:
https://doi.org/10.47747/snfmi.v3i1.3095Abstract
Purchase intention is seen as the basis for actual purchasing behavior and is crucial for online shopping. Its presence is also synonymous with the underlying response to consumer purchasing behavior. The formation of purchase intention must be continuously monitored as a measure of product presentation success, especially for fashion products available across a wide range of categories and quantities. This study aims to analyze the simultaneous influence of online customer reviews and cash on delivery on purchase intention. Then, we analyze the partial influence of online customer reviews and cash on delivery on purchase intention. This study is a case study. The sampling technique used was purposive sampling. The sample size was 103 people. The data analysis technique used multiple linear regression. The study found that online customer reviews and cash on delivery simultaneously influence purchase intention. Online customer reviews and cash on delivery have partial influences on purchase intention.
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