The Effect of Online Customer Reviews and Discounts on Purchasing Decisions for Scarlett Body Lotion in The Shopee Marketplace
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Government limitations on community activities because of the COVID-19 epidemic influence activities that call for in-person interactions, such as online buying at marketplaces to meet necessities. Researchers are interested in figuring out how much online customer reviews of Scarlett Body Lotion on Shopee Marketplace influence consumers' decisions to buy. This study uses survey research methods in a causal associative manner. The sample number obtained by applying the basic random sampling approach was 97. methods of gathering data through the distribution of questionnaires. Multiple linear regression and classical assumption and also hypothesis testing are also used in the analysis process. In light of the study's findings, partial online customer reviews significantly affected consumers' decisions on purchasing Scarlett Body Lotion, influencing their purchases by 51.3%.
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