PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Mercu Buana)

ANJARWATI, CHINTYA DEWI (2024) PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MARKETPLACE SHOPEE (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of online customer reviews, online customer ratings and product quality on purchasing decisions through the Shopee marketplace (a study of students at the Faculty of Economics and Business, Mercu Buana University). The population in this study were all students at the Faculty of Economics and Business, Mercu Buana University who used the Shopee marketplace. The sample used was students who used the Shopee marketplace at the Faculty of Economics and Business, Mercu Buana University. The sample selection used the Purposive Sampling method. The data collection method used a survey method, with the research instrument being a questionnaire. This research method was carried out by analyzing data using Partial Least Square (Smart-PLS). The results of this study are that Online Customer Reviews have no positive and insignificant effect on Purchasing Decisions, Online Customer Ratings have a positive and significant effect on Purchasing Decisions, Product Quality has a positive and significant effect on Purchasing Decisions. Keywords: online customer reviews, online customer ratings, product quality, purchasing decisions. Penelitian ini bertujuan untuk mengetahui pengaruh online costomer review, online costomer rating dan kualitas produk terhadap keputusan pembelian melalui marketplace shopee (studi pada mahasiswa fakultas ekonomi dan bisnis universitas mercu buana). Populasi dalam penelitian ini adalah semua mahasiswa di Fakultas Ekonomi dan Bisnis Universitas Mercu Buana yang menggunakan marketplace Shopee. Sampel yang digunakan adalah para mahasiswa pengguna marketplace shopee di Fakultas Ekonomi dan Bisnis Universitas Mercu Buana. Pemilihan sampel menggunakan metode Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode penelitian ini dilakukan dengan analisis data menggunakan Partial Least Square (Smart-PLS). Hasil dari penelitian ini yaitu Online Customer Review tidak berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian, Online Customer Rating berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: online costomer review, online costomer rating, kualitas produk, keputusan pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 427
NIM/NIDN Creators: 43120010149
Uncontrolled Keywords: online costomer review, online costomer rating, kualitas produk, keputusan pembelian.
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
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 > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 07 Oct 2024 07:44
Last Modified: 07 Oct 2024 07:44
URI: http://repository.mercubuana.ac.id/id/eprint/92285

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