Salsabila, Ananda (2024) Pengaruh Sistem Pembayaran Cash On Delivery dan Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze the influence of the Cash On Delivery Payment System and Online Customer Reviews on Purchasing Decisions on the Shopee Marketplace. In this digital era,Cash On Delivery and Online Customer Review payment systems have become key elements in the consumer shopping experience. Therefore, this research aims to explore the impact of these twofactors on consumer purchasing decisions. The number of samples used was 97 respondents usingnon-probability sampling techniques. The research method used is an online survey with a sample of respondents who are active Shopee users. Data collection was carried out through questionnaires distributed online. Data analysis was carried out using descriptive statistical methods and multiplelinear analysis to test the relationship between the variables studied. The results of this researchshow that the cash on delivery payment system and online customer reviews have a significantinfluence on consumer purchasing decisions at Shopee. In particular, buyers tend to have more trustin the Cash On Delivery payment system because it provides security and certainty in transactions. Inaddition, online reviews also have an important role in shaping consumer perceptions of the quality ofsellers' products and services. The Online Customer Review variable has a dominant influence onpurchasing decisions. In this way, consumer trust arises in the Shopee marketplace, namely byseeing positive comments from other consumers who have purchased at the online shop.

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