Trisnodwiputra, Yodi (2021) Pengaruh Online Customer Review, Kepercayaan dan Persepsi Harga Terhadap Keputusan Pembelian Produk di Shopee Pada Masa Pandemik COVID-19 (Studi Kasus Pada Pelanggan Shopee di Kalangan Mahasiswa STEI Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER+ABSTRAK)
COVER+ABSTRAK.pdf Available under License Creative Commons Attribution Non-commercial. Download (796kB) |
|
Text (BAB I)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (182kB) |
|
Text (BAB II)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (166kB) |
|
Text (BAB III)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (8MB) |
|
Text (BAB IV)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (10MB) | Request a copy |
|
Text (BAB V)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (1MB) | Request a copy |
|
Text (REFERENSI)
DAFTAR REFERENSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (283kB) |
Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh online customer review, kepercayaan dan persepsi harga terhadap keputusan pembelian produk di Shopee pada masa Pandemik COVID-19. Populasi dalam penelitian ini pelanggan Shopee di kalangan mahasiswa STEI Rawamangun. Penelitian ini menggunakan analisis kuantitatif. Pengumpulan data dengan menggunakan kuesioner sebanyak 250 orang dari jumlah populasi 3.571 mahasiswa aktif STEI Rawamangun. Teknik pengambilan sampel digunakan adalah dengan teknik purposive sampling. Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas dan uji realibilitas. Uji hipotesis dan koefisien determinasi untuk menguji dan membuktikan hipotesis penelitian dengan bantuan program Eviews versi 10.0. Hasil penelitian ini membuktikan bahwa variabel Online Customer Review berpengaruh terhadap Keputusan pembelian, variabel kepercayaan berpengaruh terhadap Keputusan pembelian dan variabel Persepsi harga berpengaruh terhadap Keputusan pembelian. Selanjutnya secara bersama-sama variabel Online Customer Review, Kepercayaan dan Persepsi harga berpengaruh terhadap Keputusan pembelian. Temuan Penelitian ini bermanfaat untuk Shopee agar senantiasa memberikan pelayanan terbaik pada para pelanggannya, dengan demikian diharapkan para pelanggan tersebut akan menjadi pelanggan yang loyal dan dapat melakukan pembelian ulang pada Shopee. Kata Kunci: Online Customer Review, Kepercayaan, Persepsi Harga, dan Keputusan Pembelian ABSTRACT The purpose of this study was to determine the influence of online customers, trust and price perceptions on purchasing decisions for Shopee products during the COVID-19 pandemic. The population in this study were Shopee customers among STEI Rawamangun students. This research uses quantitative analysis. Data collection using a questionnaire as many as 250 people from a total population of 3,571 active students of STEI Rawamangun. The sampling technique used was purposive sampling technique. The data testing technique used in this research includes validity and reliability tests. Hypothesis testing and determination coefficient to test and prove the research hypothesis with the help of the Eviews program version 10.0. The results of this study prove that the Online Customer Review variable has an effect on purchasing decisions, the trust variable that affects the purchase decision and the price perception variable affects the purchasing decision. Furthermore, online customer review, trust and price perceptions together have an effect on purchasing decisions. The findings of this study are useful for Shopee to always provide the best service to its customers, thus it is hoped that these customers will become loyal customers and be able to make repeat purchases at Shopee. Keywords: Online Customer Reviews, Trust, Price Perception, and Buying decision
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr YODI TRISNODWI PUTRA | ||||||||
| Date Deposited: | 02 Apr 2021 18:22 | ||||||||
| Last Modified: | 02 Apr 2021 18:22 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4194 |
Actions (login required)
 |
View Item |
