PENGARUH ONLINE CUSTOMER REVIEW DAN AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN DALAM BERBELANJA ONLINE (STUDI KASUS PADA PENGGUNA SHOPEE DI KECAMATAN PARAKANSALAK

In today's digital era, social media has become an inseparable part of everyday life. The increasingly rapid advances in technology are the cause of a shift in shopping culture and people prefer shopping online rather than shopping traditionally. Currently, people only need a smartphone and the internet to be able to access and buy goods on e-commerce. This research aims to determine the influence of online customer reviews and affiliate marketing on buyers' purchasing decisions when shopping online. This research method is quantitative research. The number of samples used in this research was 120 respondents. Samples were taken using purposive sampling technique. Data was collected using a distribution in the form of a questionnaire and processed using validity testing, reliability testing, multiple linear regression analysis, hypothesis testing, coefficient of determination (R2) testing and normality testing. The research results obtained using the t test and f test show that online customer reviews and affiliate marketing have a positive and significant effect on purchasing decisions. Simultaneous test results (F-Test) show that online customer reviews (X1) and affiliate marketing (X2) have a significant influence on purchasing decisions (Y). The F-calculated value of 65.636 is much higher than the F-table of 3.07, indicating a significant difference between the model tested and the model without independent variables. In the coefficient of determination test, the data obtained was 52.9% which could be explained by online customer reviews and affiliate marketing, while the remaining 47.1% could be explained by the influence of other variables not examined by the author. Positive reviews increase consumer trust and encourage purchases, while affiliate marketing increases product exposure and provides incentives. Therefore, business people need to take advantage of these two elements to increase sales and customer loyalty.

Keywords: Online Customer Reviews, Affiliate Marketing, Purchase Decisions