Deva, Indra Jati (2023) PENGARUH KUALITAS PRODUK, ONLINE CUSTOMER REVIEW, CUSTOMER RATING DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE TIKTOK SHOP. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This study aims to examine the effect of product quality, online customer reviews, customer ratings, and promotions on purchasing decisions in the Tiktokshop marketplace. The research data was obtained from distributing questionnaires to the research object using purposive sampling. This type of research is quantitative. The sample used in this study was Tiktokshop customers in Sukowono Village, Sukowono District, Jember Regency with a total of 50 respondents. Data analysis used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis, Coefficient of Determination Test (R2), t test and F test using SPSS Version 29.0 program. The results of this study indicate that simultaneously the Variables of Product Quality, Online Customer Reviews, Customer Ratings, and Promotions have a significant effect on purchasing decisions. Partially, the product quality and promotion variables have no significant effect on purchasing decisions, while the online customer review and customer rating variables partially have a positive and significant effect on purchasing decisions. Keywords: Product quality, Online Customer Reviews, Customer Ratings, Promotions, Product Quality, Purchase Decision, Tiktokshop, Marketplace, ECommerce.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:35
Last Modified:	08 Feb 2025 02:35
URI:	http://repo.itsm.ac.id/id/eprint/921

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