Safira, Safira (2021) Pengaruh Viral Marketing Online Consumer Reviews Dan Harga Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Survey Pada Pelanggan Shopee Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh viral marketing online consumer reviews dan harga terhadap keputusan pembelian melalui marketplace Shopee. Keputusan pembelian sebagai variabel dependen, sedangkan viral marketing, online consumer reviews dan harga sebagai variabel independen. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, yang dianalisis dengan menggunakan regresi linear berganda dengan software SPSS versi 25.0. Populasi dalam penelitian ini adalah pengguna aplikasi Shopee yang telah melakukan minimal dua kali pembelian. Sampel ditentukan berdasarkan metode purposive sampling. Teknik pengumpulan data menggunakan kuesioner sebanyak 97 orang dari jumlah populasi pengguna aplikasi Shopee di Jakarta Timur. Pengujian hipotesis dengan menggunakan Uji-T dan Uji-F. Simpulan penelitian membuktikan bahwa viral marketing tidak berpengaruh signifikan pada terhadap keputusan pembelian. Online consumer reviews dan harga berpengaruh signfikan positif terhadap keputusan pembelian. Dan secara simultan menunjukan viral marketing, online consumer reviews dan harga berpengaruh signifikan positif terhadap keputusan pembelian. This study aims to determinate the effect of viral marketing online consumer reviews and prices on purchasing decisions through the Shopee marketplace. Purchase decisions as the dependent variable, while viral marketing,online consumer reviews and price as independent variables. The study uses an associative quantitative approach, which was analyzed using multiple linear regression with SPSS software version 25.0. The population in this study are Shopee application users who have made at least two purchases. The sample was determined based on the purposive sampling method. The data collection technique used a questionnaire as many as 97 people from the total population of Shopee application users in East Jakarta. Hypothesis testing using T-test and F-test. The conclusion of this study is that viral marketing has no significant effect on purchasing decisions. Online consumer reviews and prices have a significant positive effect on purchasing decisions. And simultaneously show viral marketing, online consumer reviews and prices have a significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SAFIRA | ||||||||
| Date Deposited: | 18 Oct 2021 15:56 | ||||||||
| Last Modified: | 18 Oct 2021 15:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5565 |
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