PENGARUH PROMOSI, HARGA, KUALITAS PRODUK, WORD OF MOUTH DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA TOKOPEDIA

SYAMSUL, FAUZI (2025) PENGARUH PROMOSI, HARGA, KUALITAS PRODUK, WORD OF MOUTH DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA TOKOPEDIA. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT The advancement of digital technology has accelerated the shift in consumer behavior from conventional shopping activities to online transactions through various e-commerce platforms. As one of the largest marketplaces in Indonesia, Tokopedia faces increasingly competitive challenges in attracting and maintaining consumer purchase decisions. This study aims to analyze the influence of Promotion, Price, Product Quality, Word of Mouth, and Customer Reviews on Online Purchase Decisions among Tokopedia users in Jember Regency. The research employed a quantitative approach involving 60 respondents and was analyzed using multiple linear regression and classical assumption tests with the assistance of SPSS software. The results revealed that Promotion and Customer Reviews have a positive and significant effect on Online Purchase Decisions, while Price, Product Quality, and Word of Mouth do not have a significant partial effect. Simultaneously, all five independent variables significantly influence Online Purchase Decisions, with a coefficient of determination (R²) of 0.698, indicating that 69.8% of the variation in purchase decisions can be explained by these variables. Therefore, it can be concluded that effective promotional strategies and positive Customer Reviews are the most dominant factors influencing consumer purchasing behavior on the Tokopedia platform. KeyWords: Customer Review, Price, Product Quality, Promotion, Word of Mouth

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	Perpustakaan Mandala
Date Deposited:	24 Apr 2026 08:36
Last Modified:	24 Apr 2026 08:39
URI:	http://repo.itsm.ac.id/id/eprint/1824

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