Reswahindra, Amelia Firda and Sunarti, Dr., S.Sos., MAB (2022) Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian (Survei pada Mahasiswa Aktif S-1 Fakultas Ilmu Administrasi Universitas Brawijaya Pengguna Marketplace Shopee). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan : (1) pengaruh secara simultan dari variabel online customer review dan online customer rating terhadap keputusan pembelian pada marketplace Shopee; (2) pengaruh secara parsial dari variabel online customer review terhadap keputusan pembelian pada marketplace Shopee; (3) pengaruh secara parsial dari variabel online customer rating terhadap keputusan pembelian pada marketplace Shopee. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel pada penelitian ini sebanyak 125 responden yang merupakan mahasiswa aktif S-1 Fakultas Ilmu Administrasi, Universitas Brawijaya pengguna marketplace Shopee. Teknik penelitian sampel yang digunakan dalam penelitian ini adalah Non probability sampling dengan cara purposive sampling. Instrumen penelitian dalam penelitian ini menggunakan kuesioner yang akan disebarkan secara online. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis linier berganda. Hasil penelitian ini menunjukkan bahwa : (1) variabel online customer review dan online customer rating berpengaruh secara simultan terhadap variabel Keputusan Pembelian; (2) variabel online customer review berpengaruh positif dan siginifikan terhadap variabel Keputusan Pembelian; (3) variabel online customer rating berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian. (4); variabel online customer rating memiliki pengaruh lebih dominan terhadap Keputusan Pembelian.
English Abstract
This research aimed to (1) explaining the influence of online customer review and online customer rating on purchase decision; (2) explaining the influence of online customer review on purchase decision; (3) explaining the influence of online customer review on purchase decision. The type of this research is explanatory research with qualitative approach. Sample in this study was 125 respondents who were active undergraduate students of Faculty Administrative Sciences, Brawijaya University user of the Shopee. The sample technique used in this study is non probability sampling by purposive sampling. The research instrument in this study uses a questionnaire with google formulir. The data analysis technique used is descriptive analysis and multiple linear analysis. The results of this study indicate that: (1) online customer review and online customer rating have a simultaneous effect on the purchase decision variable (2) online customer review has a positive and significant effect on the purchase decision. (3) online customer rating has a positive and significant effect on the purchase decision. (4) online customer rating has more dominant influence on purchasing decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Electronic Word of Mouth, E-Commerce, Online Customer Review, Online Customer Rating, Keputusan Pembelian-Electronic Word of Mouth, E-Commerce, Online Customer Review, Online Customer Rating, Purchase Decision |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Emy Sukartini |
| Date Deposited: | 16 Jan 2024 03:09 |
| Last Modified: | 16 Jan 2024 03:09 |
| URI: | http://repository.ub.ac.id/id/eprint/210735 |
![[thumbnail of Dalam masa EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (Dalam masa EMBARGO)
Amelia Firda Reswahindra.pdf Restricted to Registered users only until 31 December 2024. Download (4MB) |
Actions (login required)
 |
View Item |