The Effect of Online Customer Review and Customer Perception on Purchase Intention of Shopee Customers in Batam City

Abstract

Abstract. This study aims to identify the positive and significant influence between Online Customer Review and Customer Perception on the Purchase Intention of Shopee Customers in Batam City. This research uses quantitative methods. The sample for this research is Shopee Customer in Batam City. The data analysis technique used is multiple linear regression analysis using the statistical testing tool IBM SPSS Statistic 20 software. The number of respondents used in this study are 386 people with the method of determining the sample using purposive sampling. Furthermore, the information was analyzed using non parametric menthod consisting of Research Instrument Test, Descriptive Test, Spearman’s Rank Test, Determination Analysis and T-Test, using the IBM SPSS Statistic 20 software. The results of research on all independent variables, namely online customer review and customer perception of purchase intention as the dependent variable, show that online customer review and customer perception have a significant influence on purchase intention. Based on the research that has been done, suggestions for further research are to add variables and expand the theory used.