PENGARUH ONLINE CUSTOMER RATING, LIVE STREAMING, DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC PADA MARKETPLACE SHOPEE

Abstract

The aim of this research is to find out what influence online customer reviews have. This research aims to, live streaming, and brand experience on purchasing decisions for scientific products in the Shopee market, the method used is the quantitative method. To conduct this study, a questionnaire with written statements was distributed to the participants and the SPSS computer program was used to analyze the data. The population in this study were skintific consumers who purchased products on the Shopee marketplace. The sample used in this study was 112 respondents using accidental sampling. (1) There is a relationship between online customer ratings and scientific product purchase decisions on the Shopee marketplace; (2) There is a relationship between live streaming and scientific product purchase decisions; and (3) There is a relationship between scientific product purchase decisions on the Shopee marketplace and brand experience. Keywords: online customer rating; live streaming; brand experience; purchasing decisio