PENGARUH IKLAN TELEVISI DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI BALI

Abstract

Growing using marketplace where as online shopping is driven by the
technological advances that it becomes a trend to the society. Through increase of sales,
required of many companies to participate using the digitization currently. A unique and
good television commercials will be easier in the mind of consumers the brand. The
existence feature of online customer review can decrease received risk of possibility to
consumers online shopping, therefore companies and merchants that can get of the trust
while consumer of making purchase decisions.The research population is all the Shopee
users in Bali with was 100 respondents of sample based on purposive sampling
technique. The data was collected by distributing questionnaire by multiple linear
regression analysis.
The results of analysis regression show that television advertising and online
customer review the partial has positive and significant effect on purchase decisions.
Based on this result, we can suggested that Shopee must to increase of the frequency
broadcasting television advertising and continue to improve advertising innovate and
online review features to create more purchase decisions.