APRILIA, TARI AYU ANGGRAENI (2023) PENGARUH ULASAN PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z PADA MARKETPLACE SHOPEE DI JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT ANALYSIS OF THE INFLUENCE OF PRODUCT REVIEWS, PRICE, AND PROMOTION ON PURCHASE DECISIONS IN GENERATION Z IN MARKETPLACE SHOPEE IN JEMBER Aprilia Tari Ayu Anggraeni, Muhammad Firdaus, Mainatul Ilmi This study aims to determine the effect of product reviews, prices, and promotions on the buying decision of Generation Z Marketplace shopee in Jember. The research data was obtained by distributing questionnaires to the research object using a sampling technique purposive sampling. This type of research is quantitative. The sample in this study is generation Z who have purchased products from marketplace shopee in Jember with a total of 100 people. The data analysis used was the Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Coefficient of Determination Test, t test and F test using the SPSS 26 data processing program. The results in this study indicate that partially the product review variable (X1) has no significant effect on purchasing decisions (Y). Partially the price variable (X2) has a significant effect on purchasing decisions (Y). Partially the Promotion variable (X3) has a significant effect on Purchase Decision (Y). Simultaneously the variables Product Reviews (X1), Price (X2), and Promotion (X3) have a significant effect on Purchase Decision (Y). The result of the coefficient of determination of 0.224 (22.4%) the results indicate that the effect of the independent variables (product reviews, prices and promotions) on the dependent variable Purchase decision is 22.4%, while the remaining 77.6% is influenced by other variables not included in the study this. Keywords: Product Reviews, Prices, Promotions, and Purchase Decisions.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:31
Last Modified:	10 Feb 2025 05:31
URI:	http://repo.itsm.ac.id/id/eprint/1012

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