Rahmawati, Suci (2023) ONLINE CUSTOMER REVIEW (OCRs) DAN RATING: STUDI KASUS PEMBELIAN KOSMETIK DI SHOPEE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh online customer review (OCRs) dan rating terhadap keputusan pembelian kosmetik di Shopee. Penelitian ini menggunakan metode kuantitatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen yang pernah membeli kosmetik minimal satu kali pembelian di Shopee wilayah DKI Jakarta. Teknik dalam penelitian ini adalah purposive sampling. Sampel pada penelitian ini berjumlah 208 responden. Alat analisis yang digunakan dalam penelitian ini yaitu Partial Least Square (PLS) dengan program SmartPLS versi 3.2.9 yang menguji outer model, inner model, dan hipotesis. Hasil dari penelitian ini membuktikan bahwa online customer review (OCRs) berpengaruh signifikan terhadap keputusan pembelian kosmetik di Shopee, rating berpengaruh signifikan terhadap keputusan pembelian kosmetik di Shopee dan online customer review (OCRs) lebih besar pengaruhnya dibandingkan rating terhadap keputusan pembelian kosmetik di Shopee. This study is aims to online customer review (OCRs) and rating on purchase decisions cosmetics at Shopee. The method used in this research is the corelational quantitative method. The data collection method uses a questionnaire which is measured using a Likert scale. The population in this study were customer who had purchased cosmetics at least once at Shopee in the DKI Jakarta area. The techinique in this study was purposive sampling. The sample in this study consisted of 208 respondents. Used in this research is the Partial Least Square (PLS) with the SmartPLS version 3.2.9 program ehich test the outer, inner model and hypotesis. The result of this study prove that online customer review (OCRs) has a significant effect on cosmetics purchasing decisions at Shopee, rating has a significant effect on cosmetics purchasing decisions at Shopee and online customer review (OCRs) a higher impact than the rating on the cosmetic purchase decisions at Shopee.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Online Customer Review (OCRs), Rating, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Suci Rahmawati | ||||||||
| Date Deposited: | 12 May 2023 02:30 | ||||||||
| Last Modified: | 12 May 2023 02:30 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/10033 |
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