Putri, Rizky Dian Insani (2024) PENGARUH REVIEW PELANGGAN DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE DENGAN GAYA HIDUP SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Shopee Di Kota Semarang). Other thesis, STIE Bank BPD Jateng.
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Abstract
This study explores the influence of customer reviews and viral marketing on online purchasing decisions on the Shopee platform by consumers in Semarang City, while also examining the role of lifestyle as an intervening variable. The research methodology employed is explanatory research with a quantitative approach. The sample comprises 100 respondents selected through purposive sampling from the population of Shopee consumers in Semarang City. Data were collected through surveys using Likert scale questionnaires and analyzed using Structural Equation Modeling (SEM). The results of the analysis indicate that both customer reviews and viral marketing significantly affect online purchasing decisions. Furthermore, lifestyle also partially mediates this relationship. The managerial implications of this research underscore the importance of managing customer reviews and utilizing viral marketing to enhance Shopee's marketing strategies. The study supports the idea of developing more targeted and relevant marketing strategies based on a deep understanding of consumer behavior and preferences. For future research, it is recommended to expand the geographical scope of the sample and explore external factors that influence consumers' online purchasing decisions. Keywords: Customer Reviews, Viral Marketing, Lifestyle, Online Purchasing Decisions
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Penelitian ini mengeksplorasi pengaruh review pelanggan dan viral marketing terhadap keputusan pembelian online di platform Shopee oleh konsumen di Kota Semarang, serta memeriksa peran gaya hidup sebagai variabel intervening. Metode penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Sampel berjumlah 100 responden yang dipilih melalui purposive sampling dari populasi konsumen Shopee di Kota Semarang. Data dikumpulkan melalui survei menggunakan kuesioner dengan skala Likert dan dianalisis dengan Structural Equation Modeling (SEM). Hasil analisis menunjukkan bahwa review pelanggan dan viral marketing berpengaruh terhadap keputusan pembelian online. Selain itu, gaya hidup juga berperan sebagai mediator secara parsial dalam hubungan tersebut. Implikasi manajerial dari penelitian ini menyoroti pentingnya pengelolaan ulasan pelanggan dan penggunaan viral marketing dalam meningkatkan strategi pemasaran Shopee. Penelitian mendukung ide pengembangan strategi pemasaran yang lebih terarah dan relevan berdasarkan pemahaman mendalam tentang perilaku dan preferensi konsumen. Untuk penelitian selanjutnya, disarankan untuk memperluas cakupan sampel geografis dan mengeksplorasi faktor eksternal yang memengaruhi keputusan pembelian online konsumen. Kata Kunci: Review Pelanggan, Viral Marketing, Gaya Hidup, Keputusan Pembelian Online |
| Uncontrolled Keywords: | Customer Reviews, Viral Marketing, Lifestyle, Online Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 27 Mar 2024 02:31 |
| Last Modified: | 27 Mar 2024 02:31 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1992 |
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