PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA E-COMMERCE SHOPEE

Vanessa Limantoro, Amelia (2023) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PADA E-COMMERCE SHOPEE. Other thesis, STIE Bank BPD Jateng.

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Abstract

This research aims to determine the effect of online customer reviews and online customer ratings on purchasing decisions. The population in this study were users of the Shopee e-commerce application in Magelang and sample of 100 respondents. In this study the sampling technique used purposive sampling method with certain criteria. Research data processing was carried out with the SPSS software application which assisted in conducting instrument tests, classical assumption tests, and multiple linear regression analysis. Based on the results of this study, it can be seen that the online customer review variable has a positive and significant effect on purchasing decisions as well as the online customer rating variable which has a positive and significant effect on purchasing decisions.

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini dilakukan untuk mengetahui pengaruh online customer review dan online customer rating terhadap keputusan pembelian. Populasi dalam penelitian ini adalah pengguna aplikasi e-commerce Shopee di Kota dan Kabupaten Magelang dengan sampel sebanyak 100 responden. Dalam penelitian ini teknik pengambilan sampel menggunakan metode purposive sampling dengan kriteria tertentu. Pengolahan data penelitian dilakukan dengan aplikasi software SPSS yang membantu dalam uji instrumen, uji asumsi klasik, dan uji regresi linier berganda. Berdasarkan dari hasil penelitian ini, dapat diketahui jika variabel online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian begitu pula dengan variabel online customer rating yang berpengaruh positif dan signifikan terhadap keputusan pembelian.
Uncontrolled Keywords:	online customer review, online customer rating, keputusan pembelian
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	10 Jul 2023 04:13
Last Modified:	10 Jul 2023 04:13
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1017

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