PENGARUH CUSTOMER EXPERIENCE DAN ONLINE REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE TOKOPEDIA

This study aims to examine the influence of customer experience and online reviews on purchasing decisions in the Tokopedia marketplace. This study used an associative quantitative approach involving 104 respondents in Malang City who had made purchases through the Tokopedia application. Data were collected using a structured questionnaire and analyzed using multiple linear regression analysis. The results of this study indicate that customer experience significantly influences purchasing decisions, online reviews significantly influence purchasing decisions, and both customer experience and online reviews significantly influence purchasing decisions.