HUBUNGANANTARA ONLINE CUSTOMER REVIEW DENGAN INTENSI PEMBELIAN DI PLATFORM E-COMMERCE SHOPEE

AULIA, TRI (2024) HUBUNGANANTARA ONLINE CUSTOMER REVIEW DENGAN INTENSI PEMBELIAN DI PLATFORM E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

When shopping online, consumers are faced with many choices without being able to see the products physically. Online customer reviews have become an important source of information that aids in decision-making. This research uses a quantitative method with a descriptive and correlational study design. This research sample uses accidental sampling. The sample in this study consists of 100 respondents selected through purposive sampling and analyzed using nonparametric statistical tests. The results show that customer reviews play a crucial role in shaping perceptions of quality, credibility, and the valence of reviews, which in turn affects purchase intentions. All respondents consider online customer reviews as a credible source of information. Factors such as price, ease of payment, and transaction security also significantly contribute to purchase intention. As many as 85% of respondents reported positive experiences on Shopee, enhancing their satisfaction and loyalty. Customer reviews, supported by competitive pricing strategies and secure transactions, are key elements in purchasing decisions on Shopee. Keywords: online customer review, purchase intensity, Shopee users Saat berbelanja online, konsumen dihadapkan pada banyak pilihan tanpa bisa melihat produk secara fisik. Online customer review menjadi sumber informasi penting yang membantu pengambilan keputusan. Penelitian ini menggunakan metode kuantitatif dengan desain studi deskriptif dan korelasional. Sampel penelitian ini menggunakan accidentan sampling. Sampel dalam peneliyian ini yaitu 100 responden purposive sampling dan dianalisis menggunakan uji statistik non-parametrik. Hasilnya menunjukkan bahwa ulasan pelanggan berperan penting dalam membentuk persepsi kualitas, kredibilitas, dan valensi ulasan, yang memengaruhi intensi pembelian. Seluruh responden menganggap online customer review sebagai sumber informasi kredibel. Faktor seperti harga, kemudahan pembayaran, dan keamanan transaksi juga berkontribusi signifikan terhadap niat pembelian. Sebanyak 85% responden melaporkan pengalaman positif di Shopee, meningkatkan kepuasan dan loyalitas mereka. Ulasan pelanggan, didukung strategi harga kompetitif dan transaksi aman, merupakan elemen kunci dalam keputusan pembelian di Shopee. Kata kunci: online customer review, intense pembelian, pengguna shopee

Item Type:	Thesis (S1)
Call Number CD:	FP/PSI. 24 134
NIM/NIDN Creators:	46120010055
Uncontrolled Keywords:	online customer review, intense pembelian, pengguna shopee
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 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	khalimah
Date Deposited:	04 Oct 2024 03:26
Last Modified:	04 Oct 2024 03:26
URI:	http://repository.mercubuana.ac.id/id/eprint/92154

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