HOW PRODUCT REVIEWS AND ADVERTISING AFFECT PURCHASING DECISIONS OF GENERATION Z IN BANDUNG CITY
Abstract
The increase in the number of internet users in the city of Bandung by 82.5% with the number of users 2.1 million people, especially Generation Z who are very familiar with the use of digital technology such as the internet. This provides potential for the Marketplace which has an impact on competitiveness in the E-commerce business industry in marketing activities. This research was conducted to determine the influence of product reviews and advertisements on purchasing decisions by Generation Z in the city of Bandung at the Shopee Marketplace. This study used the kuantitative method with a descriptive type of research. Sampling was carried out using a non-probabilty sampling method and the number of respondents was 200 Generation Z people in the city of Bandung. The data analysis technique used is linear regression analysis.
The results showed that the product review variable obtained results of 75.7% and was included in the good category, the advertising variable obtained results of 73.8% and was included in the good category, and the purchase decision variable obtained results of 77.1% and falls into the good category. Based on the results of hypothesis testing, it resulted that product reviews and advertisements had a positive and significant influence on purchasing decisions by Generation Z in the city of Bandung at the Shopee Marketplace.
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DOI: https://doi.org/10.17509/tjr.v6i2.55455
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