PENGARUH ONLINE CUSTOMER REVIEW, RATING DAN BRAND IMAGE KONSUMEN E- COMMERCE MILLENIAL DI INDONESIA TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIATOR

HANIFAH, NURUL (2020) PENGARUH ONLINE CUSTOMER REVIEW, RATING DAN BRAND IMAGE KONSUMEN E- COMMERCE MILLENIAL DI INDONESIA TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIATOR. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research in this journal aims to analyze the effect of Online Customer Review and Online Customer Rating and Brand Image of Millennial E-Commerce Consumers in Indonesia on Purchase Decisions and Consumer Trust as Mediators. This study uses a quantitative method with the distribution of online questionnaires. The population in this study are millennial consumers who have shopped at E-Commerce Indonesia with a total sample of 308 respondents. The sampling method used is the Snowball & Judgment Sampling method. The hypothesis test proposed in this study was carried out using a Structural Equation Model (SEM) test tool using Smart PLS software version 3.2.7. The results of the structural model analysis show that: 1) The Online Customer Review variable has a positive and significant effect on the consumer confidence variable 2) The Online Customer Rating variable has a positive and significant effect on the Consumer Trust variable 3) The Brand Image variable has a positive and significant impact on the Consumer Trust variable 4) The Consumer Confidence variable has a positive and significant effect on the Purchasing Decision variable 5) The Online Customer Review variable has no significant effect on the purchasing decision variable 6) The Online Customer Rating variable does not significantly affect the Purchasing Decision variable 7) The Brand Image variable has a positive and significant effect on the variable buying decision. Keyword: - Online Customer Review, Online Customer Rating, Brand Image, Consumer Trust, Purchase Decision Penelitian dalam jurnal ini bertuan untuk menganalisis pengaruh variabel Online Customer Review dan Online Customer Rating dan Brand Image Konsumen E-Commers Millenial di Indonesia terhadap Keputusan Pembelian dan Kepercayaan Konsumen Sebagai Mediator. Penelitian ini menggunaka metode kuantitatif dengan penyebaran kuisioner online. Populasi dalam penelitian ini adalah konsumen millennial yang pernah berbelanja di E-Commerce Indonesia dengan jumlah sampel sebanyak 308 responden. Metode dalam pengambilan sampel dilakukan dengan menggunakan metode Snowball & Judgement Sampling. Uji hipotesis yang diajukan pada penelitian ini dilakukan dengan alat uji Structural Equation Model (SEM) dengan menggunakan software Smart PLS versi 3.2.7. Hasil analisis model struktural menunjukkan bahwa : 1) Variabel Online Customer Review berpengaruh positif dan signifikan terhadap variabel kepercayaan konsumen 2) Variabel Online Customer Rating berpengaruh positif dan signifikan terhadap variabel Kepercayaan Konsumen 3) Variabel Brand Image berpengaruh positif dan signifikan terhadap variabel Kepercayaan Konsumen 4) Variabel Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian 5) Variabel Online Customer Review tidak berpengaruh secara signifikan terhadap variabel keputusan pembelian 6) Variabel Online Customer Rating tidak berpengaruh secara signifikan terhadap variabel Keputusan Pembelian 7) Variabel Brand Image berpengaruh positif dan signifikan terhadap variabel keputusan pembelian. Kata Kunci : Online Customer Review, Online Customer Rating, Brand Image, Kepercayaan Konsumen, Keputusan Pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120092
Uncontrolled Keywords: Online Customer Review, Online Customer Rating, Brand Image, Kepercayaan Konsumen, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Oct 2023 03:30
Last Modified: 18 Oct 2023 03:30
URI: http://repository.mercubuana.ac.id/id/eprint/82739

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