PENGARUH ONLINE CUSTOMER REVIEW, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVOSKIN (Studi Kasus Pada Mahasiswa di Jakarta Timur)

Luthfiyah, Hasna (2023) PENGARUH ONLINE CUSTOMER REVIEW, BRAND IMAGE DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVOSKIN (Studi Kasus Pada Mahasiswa di Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh online customer review, brand image, dan product knowlegde terhadap keputusan pembelian (studi kasus pada mahasiswa di jakarta timur). Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur skala likert. Metoda pengambilan sampel menggunakan metode purposive sampling, pengumpulan data responden menggunakan kuseioner online sebanyak 125 responden. Analisis yang digunakan dalam penelitian ini adalah koefisien determinasi, uji korelasi, uji t, dan uji F. melalui software SPSS versi 26.0. Hasil penelitian ini menunjukan bahwa secara parsial Online Customer Review berpengaruh terhadap keputusan pembelian produk avoskin, secara parsial Brand Image berpengaruh terhadap keputusan pembelian produk avoskin Dan Product Knowledge berpengaruh terhadap keputusan pembelian. Secara simultan menunjukan bahwa Online Customer Review, Brand Image dan Product Knowledge secara bersama-sama berpengaruh terhadap keputusan pembelian produk avoskin. This study aims to determine how much influence online customer reviews, brand image, and product knowledge have on purchasing decisions (a case study on students in East Jakarta). The method used is the method of collecting data using a questionnaire measured by a Likert scale. The sampling method used a purposive sampling method, collecting respondent data using an online questionnaire of 125 respondents. The analysis used in this study is the coefficient of determination, correlation test, t test, and F test through SPSS software version 26.0. The results of this study indicate that partially Online Customer Reviews have an effect on the decision to buy Avoskin products, partially Brand Image has an effect on the decision to buy Avoskin products and Product Knowledge has an effect on purchasing decisions. Simultaneously it shows that Online Customer Reviews, Brand Image and Product Knowledge jointly influence the purchasing decision of Avoskin products.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sumitro, Sumitro NIDN0312045902 sumitro@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	HASNA LUTHFIYAH
Date Deposited:	04 Oct 2023 04:43
Last Modified:	04 Oct 2023 04:43
URI:	http://repository.stei.ac.id/id/eprint/11096

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