The Effect Of Online Customer Reviews And Cash On  Delivery (Cod) Services On Consumer Purchase Decisions For Accessory Products On The Shopee Marketplace (A Case Study of the Online Store “Urgilvi.co”  in Bandar Lampung)

Dinda Setiawati; Driya Wiryawan

doi:10.63922/ijebir.v5i03.3484

Dinda Setiawati Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Driya Wiryawan Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i03.3484

Keywords: online customer reviews, cash on delivery, purchasing decisions, e-commerce

Abstract

This study aims to analyze the influence of online customer reviews and Cash On Delivery (COD) services on consumers’ purchasing decisions for accessories at the Urgilvi.co store on Shopee. The study employs a quantitative approach using a survey method on 170 respondents selected via purposive sampling, and the data is analyzed using multiple linear regression. The results indicate that online customer reviews and COD have a positive and significant influence on purchasing decisions. Online customer reviews serve as a source of information that shapes consumer evaluations, while COD enhances purchasing decisions through perceptions of transaction security and convenience. These findings indicate that purchasing decisions for accessory products are influenced not only by the quality of information but also by payment mechanisms that enhance consumer security. Managing customer reviews and consistently offering COD as a payment method are key strategies for improving purchasing decisions.

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