DEWI, LUDY AMALIA (2024) PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (Studi kasus mahasiswa Institut Teknologi dan Sains Mandala Jember). Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This research is entitled “The Infuence of Online Customer Reviews, Online Customer Ratings, Price, Product Quality and Promotion on Purchasing Decisions at Shopee (Case Study of Students at the Mandala Jember Institute of Technology and Science). This research aims to determine the influence of Online Customer Reviews, Online Customer Ratings, Price, Product Quality and Promotion on Purchasing Decisions at Shopee (Case Study of Students at the Mandala Jember Institute of Technology and Science) both partially and simultaneously. This type of research is quantitative. The population in this study were students of the Mandala Jember Institute of Technology and Science. The sampling technique used is purposive sampling. The sample used was 60 respondents using the Roscoe formula. The analysis method uses multiple regression analysis with the help of SPSS 20. The tests used are data instrument tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R2 ) and Hypothesis Testing. The research results show that the price and promotion variables partially influence purchasing decisions, but Online Customer Reviews, Online Customer Ratings and Product Quality do not partially influence purchasing decisions. Then, online customer reviews, online customer ratings, price, product quality and promotions simultaneously influence purchasing decisions on Shopee Keywords: Online Customer Review, Online Customer Rating, Price, Product Quality, Promotion and Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 06:34
Last Modified:	10 Feb 2025 06:34
URI:	http://repo.itsm.ac.id/id/eprint/1263

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