PENGARUH DISPLAY PRODUK DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA  PT. BOGA ABADI PRIMA MEDAN

Syarla Azzura; Ngatno Sahputra; Rani Rahim

doi:10.46576/jfeb.v4i1.6561

PENGARUH DISPLAY PRODUK DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. BOGA ABADI PRIMA MEDAN

Syarla Azzura, Ngatno Sahputra, Rani Rahim

Abstract

This study aims to analyze the influence of product display and customer reviews on purchase decisions at PT. Boga Abadi Prima Medan. A quantitative research method was employed, using a survey of 95 consumers. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that both product display and customer reviews have a significant influence on purchase decisions, both individually (partially) and jointly (simultaneously). The coefficient of determination shows that 87.5% of the variation in purchase decisions is explained by these variables, while the remaining 12.5% is attributed to other factors.

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DOI: https://doi.org/10.46576/jfeb.v4i1.6561