PENGARUH KUALITAS PELAYANAN, ONLINE CUSTOMER REVIEW, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (Studi Kasus pada Maker Camille Beauty)

ROSMIATI, ROSMIATI (2023) PENGARUH KUALITAS PELAYANAN, ONLINE CUSTOMER REVIEW, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (Studi Kasus pada Maker Camille Beauty). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of service quality and product quality on purchasing decisions on Camille beauty Masks. The population in this study are Shopee application users in Indonesia who have purchased cosmetic goods at least once. The sample used was 135 respondents, calculated based on the Partial Least Square (PLS) Structural Equation Modeling (SEM) formula. Sampling method using purposive sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. This research proves that Service Quality has a positive and significant effect on purchasing decisions, online customer review has a positive and insignificant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. Keywords: Service Quality, Product Quality, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayana dan kualitas produk terhadap keputusan pembelian pada Masker Camille beauty. Populasi dalam penelitian ini adalah pengguna aplikasi Shopee di indoneisa yang pernah setidaknya sekali membeli barang jenis komestik. Sampel yang dipergunakan adalah sebanyak 135 responden, dihitung berdasarkan rumus Structural Equation Modelling (SEM) Partial Least Square (PLS V3). Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Penelitian Ini membuktikan bahwa Kualitas Pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, online customer review berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Pelayanan, Kualitas produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 412
Call Number: SE/31/23/452
NIM/NIDN Creators: 43119010113
Uncontrolled Keywords: Kualitas Pelayanan, Kualitas produk, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 16 Nov 2023 06:31
Last Modified: 16 Nov 2023 06:31
URI: http://repository.mercubuana.ac.id/id/eprint/84192

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