WULANDARI, WULANDARI (2024) PENGARUH HARGA, KUALITAS PRODUK, PRICE DISCOUNT, ONLINE CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP. Skripsi thesis, Institut Teknologi dan Sains Mandala Jember.

Text SKRIPSI--WULANDARI_20104889.pdf Download (3MB)

Abstract

ABSTRACT This research aims to examine the influence of price, product quality, price discount, online customer reviews and customer ratings on purchasing decisions at the Tiktok Shop. This research data was obtained from distributing questionnaires to research objects with a sampling technique using purposive sampling. This type of research is quantitative. The sample used in this research was Tiktok Shop customers aged over 17 years who had made at least 2 purchases at Tiktok Shop, with a total of 60 respondents. Data analysis used Instrument Test, Classic Assumption Test, Multiple Linear Regression Analysis Test, Coefficient Test Determination (R2 ) and Hypothesis Testing using the SPSS version 27 program. The results of this research show that partially, product price and quality have a positive and significant effect on purchasing decisions. Meanwhile, the Price Discount, Online Customer Review and Customer Rating variables partially do not have a positive and significant effect on purchasing decisions. Simultaneously the variables Price, Product Quality, Price Discount, Online Customer Review and Customer Rating have a significant effect on purchasing decisions. Keywords: Price, Product Quality, Price Discount, Online Customer Review, Customer Rating, Purchase Decision, Tiktok Shop, Marketplace, E-Commerce.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:48
Last Modified:	10 Feb 2025 12:48
URI:	http://repo.itsm.ac.id/id/eprint/1316

Actions (login required)

View Item