WHAT DRIVES PURCHASE INTENTION ON ADIRA FINANCE LEASING KARAWANG? THE PERSPECTIVE OF RATING AND ONLINE REVIEW
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1
Abstract
The problem in this research is high online shopping behavior and the use of social media in providing
information related to the desired product. The change in behavior has a direct impact on decreasing motorcycle
purchases. The role of social media as informants g ives influence to society at large. This study aims to obtain
empirical evidence and find out how the influence of Online Review and Rating on Interest in motorcycle purchases
at Adira Finance Karawang. The phenomenon and conclusions about the influence of Online review. The method
used in this research uses descriptive methods and quantitative approaches with a sample of 115 respondents. The
sampling technique used in this research is simple random sampling with Path Analysis. Based on the results of this
research indicate that Online Consumer Review and Rating of Purchase Intention have a significant influence and
have a good relationship between variables. This research can contribute to leasing companies to determine the
right promotional strategy for business.
Description
Keywords
Online Review, Rating, Purchase Intention.