THE INFLUENCE OF BRAND AWARENESS AND ONLINE CUSTOMER REVIEWS ON CUSTOMER PURCHASE DECISIONS IN SHOPEE MARKETPLACE (Study: Millennial Generation in Padang)

Putri, Salvina Ferza (2022) THE INFLUENCE OF BRAND AWARENESS AND ONLINE CUSTOMER REVIEWS ON CUSTOMER PURCHASE DECISIONS IN SHOPEE MARKETPLACE (Study: Millennial Generation in Padang). Diploma thesis, Universitas Andalas.

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Abstract

It's been two years since the Corona Virus Disease 19 (Covid-19) pandemic spread worldwide. Therefore, the activities carried out by the Indonesian people have many obstacles. In general, many Indonesian people like Millennial Generation buy online and sell on e-commerce This study aims to test and provide empirical evidence regarding the influence of Brand Awareness and Online Customer Reviews on Customer Purchase Decisions in the Shopee Marketplace (Millennial Generation in Padang). The object of study is Millennial Generation in Padang who use the Shopee marketplace in January to August 2022. This study applied quantitative descriptive with online survey technique. In this study used a sample size of 125 respondents with the sampling technique used a purposive sampling method. Respondents responses in this study processed and analyzed using SmartPLS 4.0. The study found that brand awareness has positive and significant effect on customer purchase decisions. The result also showed that online customer reviews has positive and significant effect on customer purchase decisions.

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