PENGARUH PROMOSI, ONLINE CUSTOMER REVIEW DAN E - SERVICE QUALITY TERHADAP MINAT BELI KONSUMEN E-COMMERCE BLIBLI

WULANDARI, APRILIA (2025) PENGARUH PROMOSI, ONLINE CUSTOMER REVIEW DAN E - SERVICE QUALITY TERHADAP MINAT BELI KONSUMEN E-COMMERCE BLIBLI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

he purpose of this study is to examine how promotion, online customer review, and e-service quality influence the purchase intention of Blibli e-commerce customers. The focus of this study is individuals who live or work in the DKI Jakarta area and are interested in using the Blibli e-commerce application. This study involved one hundred people who were selected for analysis. The sampling method used non-probability sampling with a purposive sampling technique. Data collection was conducted through a survey, using a questionnaire as the research instrument via Google Forms. Statistical analysis using SEM-PLS was employed to analyze the data. The results of this study indicate that promotion has a positive and significant effect on Purchase Intention. The Online Customer Review variable has a positive and significant effect on Purchase Intention. On the side, e-service quality has a insignificant effect on purchase intention. Keywords: Promotion, Online Customer Review, E-Service Quality, Purchase Intention, Blibli. Penelitian ini bertujuan untuk menentukan bagaimana promosi, online customer review, dan e-service quality memengaruhi minat beli pelanggan e-commerce Blibli. Fokus penelitian ini adalah individu yang menetap atau bekerja di kawasan atau bekerja di wilayah DKI Jakarta dan tertarik untuk menggunakan aplikasi ecommerce Blibli. Studi ini melibatkan seratus orang yang dipilih untuk dianalisis. Metode pengambilan sampel menggunakan non probability sampling dengan teknik sampel purposive. Metode pengumpulan data melalui survey, dengan instrumen penelitian kuesioner melalui google form. Analisis statistik jenis SEMPLS digunakan untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh positif dan signifikan terhadap minat beli, dan Online Customer Review berpengaruh positif dan signifikan terhadap minat beli. Di sisi lain, e-service quality tidak berpengaruh signifikan terhadap minat beli Kata Kunci: Promosi, Online Customer Review, E-Service Quality, Minat Beli, Blibli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 213
NIM/NIDN Creators:	43121010191
Uncontrolled Keywords:	Promosi, Online Customer Review, E-Service Quality, Minat Beli, Blibli.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	05 Aug 2025 06:05
Last Modified:	05 Aug 2025 06:05
URI:	http://repository.mercubuana.ac.id/id/eprint/96569

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