PENGARUH METODE PEMBAYARAN CASH ON DELIVERY(COD), ONLINE COSTUMER REVIEW DAN ONLINE COSTUMER RATING TERHADAP KEPUTUSAN PEMBELIAN DI LAZADA

ABSTRAK
Penelitian ini bertujuan untuk mengetahui Pengaruh MetodePembayaran Cash On Delivery (cod), Online Costume ReviewdanOnline Costumer Rating terhadap Keputusan Pembelian di Lazada. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Total sampel yang diambil adalah 177 responden. Teknik pengumpulan data penelitian ini menggunakan kuesioner. Pengolahan data menggunakan program SPSS Statistik 21. Hasil penelitian menunjukkan bahwa (1) Cash On Delivery (cod) memiliki pengaruh yang signifikan terhadap keputusan pembelian di Lazadamenunjukan t-hitung2,812> t-tabel1,653dengannilaisignifikan 0,005< 0,05. (2) Online Costumer Reviewmemilikipengaruh yang signifikan terhadap keputusan pembelian di Lazadamenunjukan t-hitung3,241> t-tabel1,653dengannilaisignifikan 0,001< 0,05. (3) Online Costumer Rating memiliki pengaruh signifikan terhadap keputusan pembeliandi Lazadamenunjukan t-hitung2,128> t-tabel1,653dengannilaisignifikan 0,035< 0,05, (4) secara simultanCash On Delivery (cod), Online Costumer Review dan Online Costumer Ratingberpengaruhterhadap keputusan pembelian di Lazada, halinidibuktikandenganhasilnilaiuji F dengannilaisignifikan (0,000 < 0,05)
Kata Kunci: Cash On Delivery (cod), Online Costumer Review, Online Costumer RatingDan Keputusan Pembelian.
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SUMMARY
This research aims to determine the influence of Cash On Delivery (COD) payment method, Online Customer Review, and Online Customer Rating on purchase decisions at Lazada. The type of research used in this study is quantitative. The total sample taken is 177 respondents. The data collection technique used in this research is a questionnaire. Data processing uses the SPSS Statistics 21 program. The results of the study show that (1) Cash On Delivery (COD) has a significant effect on purchase decisions at Lazada, indicated by t-value of 2.812 > t-table of 1,653with a significant value of 0.005 < 0.05. (2) Online Customer Review has a significant effect on purchase decisions at Lazada, indicated by t-value of 3.241 > t-table of 1,653 with a significant value of 0.001 < 0.05. (3) Online Customer Rating has a significant effect on purchase decisions at Lazada, indicated by t-value of 2,128> t-table of 1,653 with a significant value of 0.035 < 0.05. (4) Simultaneously, Cash On Delivery (COD), Online Customer Review, and Online Customer Rating affect purchase decisions at Lazada, as evidenced by the F-test result with a significant value of (0.000 < 0.05).
Keywords: Cash On Delivery (COD), Online Customer Review, Online Customer Rating, and Purchase Decision