The Effectiveness of Digital Product Reviews and Word of Mouth on Gadget Purchase Decisions Among Students in Cirebon City

Abstract

This study aims to examine the effect of digital product reviews on gadget purchasing decisions among students in Cirebon City. The research methodology used is quantitative, employing a survey questionnaire as a data collection tool. The sample was selected using purposive sampling with a total of 382 respondents. Data processing was performed using SPSS. Descriptive statistical analysis was used to describe the characteristics of the respondents, while multiple linear regression analysis was applied to test the relationship between variables. Based on the t-test results, it was found that the digital product review variable had a significant effect on purchasing decisions with a t-value of 18.433, which exceeded the t-table value of 1.985. The word of mouth variable had a relatively weak and statistically insignificant effect on purchasing decisions with a t-value of -0.955, which did not exceed the t-table value of 1.966. This study provides empirical evidence of the role of digital product reviews and word of mouth in influencing gadget purchasing decisions among students.