PENGARUH SOCIAL MEDIA MARKETING,KUALITAS PRODUK, ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI ULANG KONSUMEN DI TOKOPEDIA

Arrasyid, Sultan Hafid (2024) PENGARUH SOCIAL MEDIA MARKETING,KUALITAS PRODUK, ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI ULANG KONSUMEN DI TOKOPEDIA. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh Social Media Marketing, kualitas produk,Online customer review terhadap minat beli ulang konsumen di Tokopedia. Data yang digunakan adalah data primer dengan jumlah sampel 180, Metode penarikan sample menggunakan teknik purposive sampling. Metode pengumpulan data dengan menggunakan kuesioner. Data diolah menggunakan software statistic Smart PLS Versi 4.0, Hipotesis dalam penelitian ini Social Media Marketing berpengaruh positif dan sigifikan terhadap Minat Beli ulang, Kualitas Produk berpengaruh positif dan signfikan terhadap Minat Beli ulang, Online Customer Review berpengaruh secara positif dan signifian terhadap Minat Beli ulang This research aims to test the effect of Social Media Marketing, product quality, and online customer review to repurchase intention on Tokopedia. The objects of this research are the college student, specifically Mercu Buana Jakarta Menteng, The type of research used in this research is quantitative and the research method used is the method of causal analysis. The sample used is 180 respondents. The sampling technique using a purposive sampling, The data is processed using the Smart PLS statistical software Version 4.0, The hypothesis in this study is that Social Media Marketing have a positive and significant effect on repurchase intention, Product Quality has a positive and significant effect on repurchase intention, Online Custome Review has a positive and significant effect on repeat purchase intention.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43120010213
Uncontrolled Keywords: Social Media Marketing, Kualitas Produk, Online Customer Review, Minat Beli Ulang Social Media Marketing, Product Quality, Online Customer Review, Repurchase Intention
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ANISA DESI SAFITRI
Date Deposited: 28 Sep 2024 07:07
Last Modified: 28 Sep 2024 07:07
URI: http://repository.mercubuana.ac.id/id/eprint/91921

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