Laoly, Soni Sui Sutrisno and Dr. Ari Darmawan., S.AB., M.AB (2021) Pengaruh Product Ratings, Seller Feedback, Service Quality Pada Perceptual Mapping Dalam Keputusan Pembelian Online Shopee, Tokopedia, Bukalapak. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk, (1) mengetahui dan menjelaskan pengaruh variabel Product Ratings terhadap Perceptual Mapping, (2) mengetahui dan menjelaskan pengaruh Seller Feedback terhadap Peceptual Mapping, (3) mengetahui dan menjelaskan pengaruh Service Quality terhadap Peceptual Mapping, (4) mengetahui dan menjelaskan pengaruh Product Ratings terhadap Keputusan Pembelian, (5) mengetahui dan menjelaskan pengaruh Seller Feedback terhadap Keputusan Pembelian, (6) mengetahui dan menjelaskan pengaruh Service Quality terhadap Keputusan Pembelian, (7) mengetahui dan menjelaskan pengaruh Peceptual Mapping terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Product Ratings, Seller Feedback, Service Quality, Perceptual Mapping, dan Keputusan Pembelian. Populasi dalam penelitian ini adalah Mahasiswa Aktif S1 Angkatan 2018 sampai 2020 Program Studi Administrasi Bisnis di Fakultas Ilmu Administrasi Universitas Brawijaya yang pernah bertransaksi di salah satu e-commerce Shopee, Tokopedia, Bukalapak. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling, dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 22 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Product Ratings (X1) berpengaruh signifikan terhadap Perceptual Mapping (Z), Seller Feedback (X2) berpengaruh signifikan terhadap Perceptual Mapping (Z), Service Quality (X3) berpengaruh signifikan terhadap Perceptual Mapping (Z), Product Ratings (X1) berpengaruh tetapi tidak signifikan terhadap Keputusan Pembelian (Y), Seller Feedback (X2) berpengaruh tetapi tidak signifikan terhadap Keputusan Pembelian (Y), Seller Feedback (X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y), Perceptual Mapping (Z) berpengaruh signifikan terhadap Keputusan Pembelian (Y)
English Abstract
This research aims to clarify, (1) the influence of Product Ratings to Perceptual Mapping, (2) the influence of Seller Feedback to Peceptual Mapping, (3) the influence of Service Quality to Peceptual Mapping (4) the influence of Product Ratings to Purchase Decision, (5) the influence of Seller Feedback to Purchase Decision, (6) the influence of Service Quality to Purchase Decision, (7) the influence of Peceptual Mapping to Purchase Decision. This type of research is explanatory with quantitative approach. Variables in this research are Product Ratings, Seller Feedback, Service Quality, Perceptual Mapping, and Purchase Decision. Population in this research are Students of Business Administration S1 who have used transact experiences in Shopee, Tokopedia, Bukalapak from class of 2018 to 2020 at Faculty of Administration Universitas Brawijaya.This research use 116 respondents as samples which are chosen by purposive sampling and use questionnaire as data collection methods. This research also using descriptive statistical analysis and path analysis. ix The result of path analysis shows that Product Ratings (X1) has significant influence to the Perceptual Mapping (Z), Seller Feedback (X2) has the significant influence to Perceptual Mapping (Z), Service Quality (X3) has the significant influence to Perceptual Mapping (Z) , Product Ratings (X1) have influence but not significant to Purchase Decision (Y), Seller Feedback (X2) have influence but not significant to Purchase Decision (Y), Service Quality (X3) has the significant influence to Purchase Decision (Y), Perceptual Mapping (Z) has the significant influence to Purchase Decision (Y)
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521030145 |
| Uncontrolled Keywords: | Product Ratings, Seller Feedback, Service Quality, Perceptual Mapping, dan Keputusan Pembelian.,Product Ratings, Seller Feedback, Service Quality, Perceptual Mapping, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 09 Feb 2022 01:52 |
| Last Modified: | 24 Feb 2022 07:44 |
| URI: | http://repository.ub.ac.id/id/eprint/189592 |
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