Abidin, Alia (2024) PENGARUH ONLINE CUSTOMER REVIEW, KONTEN MARKETING, DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI SHOPEE DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI PADA KONSUMEN GENERASI Z. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This study aims to analyze the Influence of Online Customer Reviews, Content Marketing, and Live Streaming on Purchase Decisions on Shopee, with Trust as a Mediation. This research falls under the category of quantitative research. The sample in this study consists of Generation Z (born between 1997-2012) residing in Jakarta who have made purchases through the Shopee platform, with a total sample of 176 respondents. The results of this study indicate that Online Customer Reviews and Content Marketing have a positive and significant effect on Purchase Decisions; however, Live Streaming has a negative and significant effect on Purchase Decisions. Meanwhile, Online Customer Reviews, Content Marketing, and Live Streaming have a positive and significant effect on Trust. Trust is not able to mediate the effect of Online Customer Reviews and Live Streaming on Purchase Decisions, but Trust is able to partially mediate the effect of Content Marketing on Purchase Decisions. Penelitian ini bertujuan untuk menganalisis Pengaruh Online Customer Review, Konten Marketing, dan Live Streaming terhadap Keputusan Pembelian pada Shopee dengan Kepercayaan sebagai Mediasi. Penelitian ini termasuk dalam jenis penelitian kuantitatif. Sampel dalam penelitian ini adalah Generasi Z (lahir tahun 1997-2012) yang berdomisili di Jakarta dan pernah melakukan pembelian melalui platform Shopee, dengan jumlah sampel yang didapatkan sebanyak 176 responden. Hasil penelitian ini menunjukkan bahwa Online Customer Review dan Konten Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian namun, Live Streaming berpengaruh negatif dan signifikan terhadap Keputusan Pembelian. Sementara itu, Online Customer Review, Konten Marketing, dan Live Streaming berpengaruh positif dan signifikan terhadap Kepercayaan. Kepercayaan tidak mampu memediasi pengaruh antara Online Customer Review dan Live Streaming dengan Keputusan Pembelian, tetapi Kepercayaan mampu memediasi pengaruh antara Konten Marketing sebagai partial mediation dengan Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55122110102 |
| Uncontrolled Keywords: | Online Customer Review, Content Marketing, Live Streaming, Purchase Decision, Trust, Shopee Online Customer Review, Konten Marketing, Live Streaming, Keputusan Pembelian, Kepercayaan, Shopee |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 23 Aug 2024 03:56 |
| Last Modified: | 23 Aug 2024 03:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90641 |
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