THE INFLUENCE OF ONLINE CUSTOMER REVIEWS, ONLINE CUSTOMER RATINGS, AND PERCEIVED EASE OF USE ON FASHION PRODUCT PURCHASE DECISIONS (A STUDY OF HENEA.ID BOUTIQUE CUSTOMERS)
(A STUDY OF HENEA.ID BOUTIQUE CUSTOMERS)
Abstract
Purchase decisions are part of consumer behavior,
namely how individuals and groups choose and
decide to use goods, services, or ideas for their
interests. Purchase decisions are influenced by
several factors, including OCR, OCRa, PEOU, and so
on. This study aims to examine and analyze the
influence of Online Customer Review (X1), Online
Customer Rating (X2), and Perceived Ease of Use
(X3) on Purchasing Decisions (Y) for fashion
products at Butik Henea.Id. This study is a
quantitative associative causal study. The data
obtained were tested through normality tests,
heteroscedasticity tests, multiple linear regression
tests, and partial (t) tests. The results showed that
the three independent variables had a positive and
significant effect on purchasing decisions. The OCR
variable was proven to increase consumer
confidence in the product. The OCRa variable
played an important role in providing an overview
of product quality and credibility. Meanwhile, the
PEOU variable is a dominant factor that
encourages consumer comfort in conducting
online transactions. This study emphasizes the
important role of consumer reviews, rating
systems, and perceptions of convenience in
shaping purchasing decisions in the digital era. The
practical implications of this study can be a
reference for business actors in designing more
effective digital marketing strategies.
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