Track: Computers and Computing

Abstract

Product reviews have the ability to form consumer impressions of a product, which in turn helps consumers decide whether to buy the product or not, while good service leaves a positive impression on consumers and can build consumer confidence to make a purchase. The purpose of this study was to determine how much influence the variable Product Reviews and Service Quality on Purchase Decisions on Tokopedia E-Commerce consumers in Bandung. The demographics of this research are consumers who have made purchases at Tokopedia, and use a quantitative methodology with 400 respondents who fill out questionnaires through online media using simple random samples or probability sampling. Analytical descriptive approach and multiple linear regression analysis were used in the analysis. Based on the results of the study, there is a partial effect between Product Reviews and Service Quality variables on the Purchasing Decision variable, either simultaneously or partially. The Product Reviews variable has an influence of 6% on the Purchase Decision of E-Commerce Tokopedia users in Bandung, and the Service Quality variable has an influence of 21%. The simultaneous effect of Product Reviews and Service Quality variables on Purchase Decisions for E-Commerce Tokopedia consumers in Bandung is 28%, with other factors not analyzed at 72%.

Keywords: Product Reviews, Service Quality, And Purchase Decision.