Pramesti, Istiqa Gita and Prof. Andriani Kusumawati,, S.Sos., M.Si., DBA. (2023) Pengaruh Online Consumer Review dan Online Consumer Rating terhadap Trust dan Keputusan Pembelian (Survey Online pada Konsumen Whitelab dari Kalangan Generasi Z yang Mengunjungi Situs Female Daily Network). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian yang berjudul Pengaruh Online Consumer Review dan Online Consumer Rating terhadap Trust dan Keputusan Pembelian (Survey Online pada Konsumen Whitelab dari Kalangan Generasi Z yang Mengunjungi Situs Female Daily Network) bertujuan untuk: (1) mengetahui dan menjelaskan pengaruh Online Consumer Review terhadap Trust; (2) mengetahui dan menjelaskan pengaruh Online Consumer Review terhadap Keputusan Pembelian; (3) mengetahui dan menjelaskan pengaruh Online Consumer Rating terhadap Trust; (4) mengetahui dan menjelaskan pengaruh Online Consumer Rating terhadap Keputusan Pembelian; (5) mengetahui dan menjelaskan pengaruh Trust terhadap Keputusan Pembelian. Jenis Penelitian yang digunakan adalah Explanatory Research menggunakan Pendekatan Kuantitatif. Sampel yang digunakan berjumlah 116 responden yang terdiri dari kalangan Generasi Z yang pernah melakukan pembelian dan mengonsumsi produk skincare Whitelab berdasarkan hasil review dan rating konsumen lain dari situs Female Daily Network. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa: (1) variabel Online Consumer Review berpengaruh terhadap variabel Trust ditolak; (2) variabel Online Consumer Review berpengaruh terhadap variabel Keputusan Pembelian diterima; (3) variabel Online Consumer Rating berpengaruh terhadap variabel Trust diterima; (4) variabel Online Consumer Rating berpengaruh terhadap variabel Keputusan Pembelian ditolak; (5) variabel Trust berpengaruh terhadap variabel Keputusan Pembelian dapat diterima. Penelitian ini juga membuktikan bahwa peran Trust sebagai variabel intervening dalam hubungan Online Consumer Review dan Online Consumer Rating terhadap Keputusan Pembelian besar pengaruhnya. Kepercayaan yang dimiliki oleh calon konsumen dapat terbentuk melalui Online Consumer Review dan Online Consumer Rating di situs Female Daily Network, sehingga mampu membantu dalam membuat Keputusan Pembelian.
English Abstract
The study entitled The Effect of Online Consumer Review and Online Consumer Rating on Trust and Purchasing Decisions (Online Survey on Whitelab Consumers from Generation Z who visit Female Daily Network Site) aims to: (1) find out and explain the effect of Online Consumer Review on Trust; (2) find out and explain the effect of Online Consumer Review on Purchasing Decisions; (3) find out and explain the effect of Online Consumer Rating on Trust; (4) find out and explain the effect of Online Consumer Rating on Purchasing Decisions; (5) find out and explain the effect of Trust on Purchasing Decisions. The type of research used is Explanatory Research using a Quantitative Approach. The sample used amounted to 116 respondents consisting of Generation Z who had purchased and consumed Whitelab skincare products based on the results of reviews and ratings of other consumers from the Female Daily Network site. The data analysis used is descriptive statistical analysis and path analysis. The results showed that: (1) Online Consumer Review variable affects Trust variable is rejected; (2) Online Consumer Review variable affects Purchase Decision variable is accepted; (3) Online Consumer Rating variable affects Trust variable is accepted; (4) Online Consumer Rating variable affects Purchase Decision variable is rejected; (5) Trust variable affects Purchase Decision variable is acceptable. This study also proves that the role of Trust as an intervening variable in the relationship between Online Consumer Review and Online Consumer Rating on Purchasing Decisions has huge influence. Consumer Trust can be formed through Online Consumer Reviews and Online Consumer Ratings on the Female Daily Network site, so that they can help in making Purchase Decisions
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030866 |
| Uncontrolled Keywords: | Online Consumer Review, Online Consumer Rating, Trust, Keputusan Pembelian. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 Jan 2024 06:30 |
| Last Modified: | 24 Jan 2024 06:30 |
| URI: | http://repository.ub.ac.id/id/eprint/212566 |
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