The Influence Of Online Promotions, Online Customer Reviews And Trust On Behavior Intention Shopee Application Users
DOI:
https://doi.org/10.51699/economics.v38i1.237Keywords:
Promotion, Online Costumer Reviews, Trust, Behavior IntentionAbstract
This study aims to examine the factors that influence the Behavior Intention of Shopee Application Users on Regular Class Management Students, 2021-2022 Dehasen University Bengkulu. The focus of this study is to determine whether Online Promotion, Online Costumer Reviews and Trust affect the Behavior Intention of Shopee Application Users. The approach used is a quantitative approach with primary data. The sample in this study were Regular Class Management Students, Class of 2021-2022, Dehasen University Bengkulu, namely 150 people. The results of the multiple linear regression analysis are Equation Y = 5.293 + 0.350 X1 + 0.313X2 + 0.718 X3 + e, this illustrates the positive direction of regression, meaning that the variables Online Promotion, Online Costumer Reviews and Trust have a positive influence on Behavior Intention (Y) Shopee Application Users. From the results of calculations using SPSS 25, it can be seen that the coefficient of determination of R square is 0.718. This means that the value of Online Promotion (x1), Online Costumer Reviews (x2) and Trust (x3) affects Behavior Intention (Y) by 71.8% while the remaining 28.2% is influenced by other variables not examined in this study. The t test results at the significance level <0.05 explain that partially Online Promotion (x1), Online Costumer Reviews (x2) and Trust (x3) have a significant influence on Behavior Intention (Y) Shopee Application Users. The results of the f test are smaller than 0.000, so the variables Online Promotion (x1), Online Costumer Reviews (x2) and Trust (x3) have a significant effect on Behavior Intention (Y) Shopee Application Users.
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