Ihsan, Muhammad (2024) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK BLOODS DI PLATFORM SHOPEE (Survei Followers Bloods di Aplikasi Shopee). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Online Customer Review dan Keputusan Pembelian merupakan hal yang tidak terpisahkan. Ulasan konsumen online adalah pemasaran komunikasi dan periklanan yang berperan dalam proses terbentuknya keputusan pembelian konsumen untuk mengidentifikasi dan mengevaluasi produk yang akan mereka beli. Bloods industries merupakan sebuah perusahaan clothing independent yang didirikan pada tahun 2002. Clothing independent adalah sebuah industri kreatif berbasis pada pakaian yang dilakukan secara mandiri dengan semangat koletivisme. Barang yang dijual adalah baju, sepatu, celana, tas, ikat pinggang, dompet dan sebagainya yang dimana barang-barang tersebut merupakan produksi Bloods Industries. Atas dasar inilah penulis kemudian memutuskan untuk melakukan penelitian terhadap pengaruh yang dihasilkan dari melihat ulasan toko online Bloods di Aplikasi Shopee. Penelitian ini bertujan untuk mengetahui besarnya Pengaruh Online Customer Review Terhadap Keputusan Pembelian Produk Bloods di Aplikasi Shopee. Penelitian ini menggunakan teori Dimensi Online Customer Review Menurut Flanagin dan Metzger (Kredibel, Keahlian, Menyenangkan) dan teori Keputusan Pembelian, Menurut Kotler dan Keller (Pilihan Produk, Pilihan Merek, Pilihan Penyalur, Waktu Pembelian, Jumlah Pembelian, Metode Pembayaran). Hasil penelitian berdasarkan analisis data menunjukkan bahwa Kredibel merupakan dimensi Online Customer Review yang paling dominan dan berpengaruh terhadap keputusan pembelian. Berdasarkan uji hipotesis secara simultan online customer review memiliki pengaruh terhadap keputusan pembelian produk Bloods di aplikasi Shopee. Dari hasil penelitian ini diperoleh kesimpulan bahwa besarnya Pengaruh Online Customer Review pada Keputusan Pembelian Produk Bloods di Aplikasi Shopee adalah 78,5%. Online Customer Review and Purchasing Decisions are inseparable things. Online consumer reviews are marketing communications and advertising that play a role in the process of forming consumer purchasing decisions to identify and evaluate the products they will buy. Bloods industries is an independent clothing company founded in 2002. Clothing independent is a creative industry based on clothing that is carried out independently with the spirit of collectivism. The items sold are clothes, shoes, pants, bags, belts, wallets and so on which are produced by Bloods Industries. It is on this basis that the author then decided to conduct research on the influence resulting from viewing Bloods online store reviews on the Shopee Application. This study aims to determine the magnitude of the Effect of Online Customer Review on Purchasing Decisions for Bloods Products in the Shopee Application. This study uses the theory of Online Customer Review Dimensions According to Flanagin and Metzger (Credible, Expertise, Fun) and the theory of Purchasing Decisions, according to Kotler and Keller (Product Choice, Brand Choice, Distributor Choice, Purchase Time, Purchase Amount, Payment Method). The results of the study based on data analysis show that Credible is the most dominant dimension of Online Customer Review and has an effect on purchasing decisions. Based on hypothesis testing simultaneously online customer reviews have an influence on purchasing decisions for Bloods products in the Shopee application. From the results of this study, it is concluded that the magnitude of the influence of Online Customer Review on Purchasing Decisions for Bloods Products in the Shopee application is 78.5%.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010071 |
| Uncontrolled Keywords: | Online Customer Review, Bloods, Keputusan Pembelian, Shopee Online Customer Review, Bloods, Purchase Decision, Shopee |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ANISA DESI SAFITRI |
| Date Deposited: | 03 May 2024 03:29 |
| Last Modified: | 03 May 2024 03:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/88418 |
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