Avieandra Isvani Putri, Avie (2021) PENGARUH ONLINE CUSTOMER REVIEW, RATING DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (PENDAHULUAN)
PENDAHULUAN SKRIPSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (4MB) |
|
Text (BAB 1 SKRIPSI)
BAB 1 SKRIPSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (3MB) |
|
Text (BAB 2 SKRIPSI)
BAB 2 SKRIPSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (6MB) |
|
Text (BAB 3 SKRIPSI)
BAB 3 SKRIPSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (3MB) |
|
Text (BAB 4 SKRIPSI)
BAB 4 SKRIPSI.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (6MB) | Request a copy |
|
Text (BAB 5 SKRIPSI)
BAB 5 SKRIPSI.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (777kB) | Request a copy |
|
Text (REFERENSI SKRIPSI)
REFERENSI SKRIPSI.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (LAMPIRAN SKRIPSI)
LAMPIRAN SKRIPSI.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (5MB) | Request a copy |
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh online customer review, online customer rating, dan celebrity endorsement terhadap keputusan pembelian melalui e-commerce. Keputusan Pembelian sebagai variabel terikat, sedangkan online customer review, online customer rating, dan celebrity endorsement sebagai varibel bebas. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan pendekatan survei yaitu pengumpulan data dan penilaian responden dengan menggunakan kuesioner. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah konsumen yang pernah melakukan pembelian produk kecantikan melalui aplikasi Shopee dengan responden sebanyak 90 orang. Metode analisis koefisien determinasi serta uji hipotesis. Hasil penelitian ini adalah, terdapat pengaruh celebrity endorsement terhadap keputusan pembelian, tidak terdapat pengaruh online customer review terhadap keputusan pembelian, tidak terdapat pengaruh online customer rating terhadap keputusan pembelian, Adapun secara simultan terdapat pengaruh online customer review, online customer rating, dan celebrity endorsement terhadap keputusan pembelian. The purpose of this research is to determine The effect of online customer review, online customer rating, and celebrity endorsement on purchase decision through e-commerce. Purchase decision as the dependent variable, while online customer review, online customer rating, and celebrity endorsement are independent variables This study uses an associative research type with a quantitative approach, which is analyzed with a survey approach, namely data collection and respondent assessment using a questionnaire. The sampling in this research used purposive sampling technique. The population in this study are consumers who have purchased beauty products through the Shopee application with 90 respondents. This research uses a determination coefficient, and hipotesis testing. Based on the results and discussion, it shows that there is an effect of celebrity endorsements on purchasing decisions, there is no effect of online customer reviews on purchasing decisions, there is no effect of online customer ratings on purchasing decisions. Meanwhile, simultaneously there is am effect of online customer reviews, online customer ratings, and celebrity endorsements on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mrs AVIEANDRA ISVANI PUTRI | ||||||||
| Date Deposited: | 08 Sep 2021 15:42 | ||||||||
| Last Modified: | 08 Sep 2021 15:42 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4869 |
Actions (login required)
 |
View Item |
