SETIOWATI, SETIOWATI (2024) PENGARUH VIRAL MARKETING, ONLINE CUSTOMER REVIEW, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of technology and information in digital form in the business world is increasingly sophisticated, one form of implementation of this digital development is electronic commerce. Transactions implemented in doing business through e-commerce can influence consumer purchasing decisions in purchasing a product. "This research was conducted with the aim of finding out the influence of the relationship between Viral Marketing, Online Customer Reviews and Price variables on purchasing decisions on the Shopee Marketplace." The sampling technique used is purposive sampling, which is a technique for collecting data sources by determining samples with certain considerations. The data used is primary data using a questionnaire distributed to 85 Shopee user respondents in various cities in Indonesia. The analysis method uses the Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) application. The results of this research are that Viral Marketing has a positive and insignificant effect on Purchasing Decisions, Online Customer has a positive and significant effect on Purchasing Decisions and Price has a positive and significant effect on Purchasing Decisions Keywords: Viral Marketing, Online Customer Review, Price and Purchase Decision. Perkembangan teknologi dan informasi dalam bentuk digital dalam dunia usaha semakin canggih, salah satu bentuk implementasi dari perkembangan digital tersebut adalah electronic commerce. Transaksi yang diterapkan dalam berbisnis melalui e- commerce dapat mempengaruhi keputusan pembelian konsumen dalam membeli sebuah produk. Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh hubungan variabel Viral Marketing, Online Customer Review, dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee”. Teknik sampling yang digunakan adalah purposive sampling, yaitu suatu teknik pengambilan sumber data dengan penentuan sampel dengan pertimbangan tertentu. Data yang digunakan adalah data primer menggunakan kuesioner yang disebar kepada 150 responden pengguna Shopee di berbagai kota di Indonesia. Metode analisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0). Hasil dari penelitian ini yaitu bahwa Viral Marketing berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian, Online Customer berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kata kunci: Viral Marketing, Online Customer Review, Harga dan Keputusan Pembelian
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