PENGARUH COUNTRY OF ORIGIN, ONLINE CUSTOMER REVIEW, DAN PERILAKU KONSUMTIF TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATURE REPUBLIC PADA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Aktif STIE Angkatan 2019)

Davira, Salma (2023) PENGARUH COUNTRY OF ORIGIN, ONLINE CUSTOMER REVIEW, DAN PERILAKU KONSUMTIF TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATURE REPUBLIC PADA MARKETPLACE SHOPEE (Studi Pada Mahasiswa Aktif STIE Angkatan 2019). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Country Of Origin, Online Customer Review, dan Perilaku Konsumtif terhadap keputusan pembelian produk Nature Republic pada marketplace Shopee. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif korelasional. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah mahasiswa aktif STIE Angkatan 2019. Metode pengampilan sampel menggunakan Teknik purposive sampling dengan kriteria yaitu mahasiswa aktif STIE Angkatan 2019 yang pernah membeli Nature Republic pada marketplace Shopee minimal satu kali pembelian yang berjumlah 100 responden. Analisis yang digunakan adalah SEM-PLS penelitian menguji outer model, inner model, dan hipotesis dengan menggunakan software SmartPLS 3.2.9. Hasil penelitian menyimpulkan Country Of Origin tidak berpengaruh terhadap Keputusan Pembelian, Online Customer Review berpengaruh terhadap Keputusan Pembelian, dan Perilaku Konsumtif tidak berpengaruh terhadap Keputusan Pembelian. The purpose of this study was to determine the effect of country of origin, online customer reviews, and consumptive behavior on purchasing decisions for Nature Republic products on the Shopee marketplace. The method used in this research is correlational quantitative method. The data collection method uses a questionnaire which is measured using a Likert scale. The population in this study were active students of STIE Batch 2019. The sample collection method uses a purposive sampling technique with the criteria that are active STIE students class 2019 who have purchased Nature Republic on the Shopee marketplace at least once, totaling 100 respondents. The analysis used is SEM-PLS research testing the outer model, inner model, and hypotheses using SmartPLS 3.2.9 software. The results of the study concluded Country of Origin has no effect on purchasing decisions, Online Customer Reviews affect purchasing decisions and Consumptive behavior has no effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
UNSPECIFIEDNoersanti, LinaNIDN0311017701lina_noersanti@stei.ac.id
Uncontrolled Keywords: Country Of Origin, Online Customer Review, Perilaku Konsumtif, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: SALMA DAVIRA
Date Deposited: 20 Mar 2023 01:53
Last Modified: 20 Mar 2023 01:53
URI: http://repository.stei.ac.id/id/eprint/9907

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