PENGARUH ONLINE COSTUMER REVIEW, E-SERVICE QUALITY, DAN BRAND IMAGE TERHADAP MINAT BELI (Studi Pada E-commerce Lazada)

RAMZI, MUHAMAD (2025) PENGARUH ONLINE COSTUMER REVIEW, E-SERVICE QUALITY, DAN BRAND IMAGE TERHADAP MINAT BELI (Studi Pada E-commerce Lazada). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the Influence of Online Costumer Review, EService Quality, and Brand Image on Consumer Purchase Interest in Lazada ECommerce. The type of research used in this study is quantitative and the research method used is the causal analysis method. The population of this study is Lazada consumers who live in West Jakarta. The sample used was 145 respondents. The sampling technique of this study is non-probability sampling, purposive sampling type. The data collection technique uses a questionnaire. The data analysis method used in this study is Partial Least Square (SEM-PLS), with the help of SmartPLS software version 4.0. The results of this study found that E-Service Quality and Brand Image have a positive and significant effect on purchase interest in Lazada E-Commerce, on the other hand there was no significance between online customer reviews and consumer purchase interest. Keywords: Online customer review, E-Service Quality, Brand Image, Consumer Purchase Interest, E-Commerce Penelitian ini bertujuan untuk mengetahui Pengaruh Online Costumer Review, E-Service Quality, dan Brand Image terhadap Minat Beli Konsumen pada E-commerce Lazada. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausal. Populasi penelitian ini adalah konsumen Lazada yang berdomisili di Jakarta Barat. Sampel yang digunakan adalah sebanyak 145 responden. Teknik sampling penelitian ini adalah non-probablity sampling, berjenis purposive sampling. Teknik pengambilan data menggunakan kuesioner. Metode analisis data yang digunakan penelitian ini adalah Partial Least Square (SEM-PLS), dengan bantuan software SmartPLS versi 4.0. Hasil penelitian ini mendapati bahwa E-Service Quality dan Brand Image berpengaruh positif dan signifikan terhadap minat beli pada Ecommerce Lazada, disisi lain tidak ditemukan signifikansi antara Online Customer Review terhadap minat beli konsumen. Kata Kunci: Online Costumer Review, E-Service Quality, Brand Image, Minat Beli Konsumen, E-Commerce

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 276
NIM/NIDN Creators: 43121010181
Uncontrolled Keywords: Online Costumer Review, E-Service Quality, Brand Image, Minat Beli Konsumen, E-Commerce
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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Sep 2025 07:15
Last Modified: 15 Sep 2025 07:15
URI: http://repository.mercubuana.ac.id/id/eprint/97891

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