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THE INFLUENCE OF CUSTOMER TRUST, ONLINE CUSTOMER REVIEWS, AND EASE OF TRANSACTION ON PURCHASE DECISIONS IN THE SHOPEE MARKETPLACE A STUDY OF STUDENTS AT THE FACULTY OF ECONOMICS AND BUSINESS, PANCASAKTI UNIVERSITY, TEGAL

Abstract

Based on the findings, it was obtained; 1) Customer Trust has a partial effect on purchasing decisions with a calculated t value of 2.909 > 1.984 with a significance value of 0.005 < 0.05. 2) Online Customer Reviews have a partial effect on purchasing decisions with a calculated t value of 2.515 > 1.984 with a sig. of 0.014 < 0.05. 3) Ease of Customer Transactions has a partial effect on purchasing decisions with a calculated t value of 3.001 > 1.984 with a sig. of 0.003 < 0.05. 4) Customer Trust, Online Customer Reviews, and Ease of Customer Transactions have a simultaneous effect on purchasing decisions with a calculated F value of 36.165 > F table 2.70 with a significance value of 0.000. 6) ) Customer Trust, Online Customer Reviews, and Ease of Customer Transactions have a simultaneous influence on purchasing decisions of 51.6%, which is shown in the Adjusted R2 of 0.516.