PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KESEHATAN DAN KECANTIKAN MELALUI SHOPEE (Studi Kasus Pengguna Shopee Wilayah Jakarta Timur)

Tarsidi, Tarsidi (2022) PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KESEHATAN DAN KECANTIKAN MELALUI SHOPEE (Studi Kasus Pengguna Shopee Wilayah Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Online Customer Review, Online Customer Rating dan Viral Marketing terhadap keputusan pembelian produk kesehatan dan kecantikan melalui shopee. Keputusan pembelian sebagai variabel terikat, sedangkan Online Customer Review, Online Customer Rating dan Viral Marketing sebagai variabel bebas. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen shopee di Jakarta timur yang melakukan pembelian produk kesehatan dan kecantikan. Teknik pengumpulan data menggunakan metode survey dengan penyebaran kuesioner. Sampel yang diambil dalam penelitian ini sebanyak 200 responden. Metode analisis yang digunakan menggunakan Structural Equation Modelling (SEM) dengan aplikasi SmartPLS 3.2.9. Hasil penelitian ini menyimpulkan bahwa variabel labelisasi Online Customer Rating tidak berpengaruh signifikan terhadap keputusan pembelian. Kemudian variabel Online Customer Review berpengaruh signifikan terhadap keputusan pembelian. Variabel Viral Marekting berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini juga secara simultan bahwa Online Customer Review, Online Customer Rating dan Viral Marketing berpengaruh signifikan terhadap keputusan pembelian produk kesehatan dan kecantikan melalui Shopee, hal ini dibuktikan dengan nilai F hitung lebih besar daei F tabel. ABSTRACT This study aims to determine the effect of Online Customer Reviews, Online Customer Ratings and Viral Marketing on purchasing decisions for health and beauty products through shopee. Purchase decision as the dependent variable, while Online Customer Review, Online Customer Rating and Viral Marketing as independent variables. This study uses associative research with a quantitative approach. The population in this study are shopee consumers in East Jakarta who purchase health and beauty products. Data collection techniques using survey methods with questionnaires. The samples taken in this study were 200 respondents. The analytical method used is Structural Equation Modeling (SEM) with SmartPLS 3.2.9 application. The results of this study conclude that the labeling variable Online Customer Rating has no significant effect on purchasing decisions. Then the Online Customer Review variable has a significant effect on purchasing decisions. Viral Marketing variable has a significant effect on purchasing decisions. This study also simultaneously shows that Online Customer Reviews, Online Customer Ratings and Viral Marketing have a significant effect on purchasing decisions for health and beauty products through Shopee, this is evidenced by the higher calculated F value than F table.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMaliki, Farmansjah0303126803farmansjah@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Tarsidi
Date Deposited: 05 Aug 2022 02:27
Last Modified: 05 Aug 2022 02:27
URI: http://repository.stei.ac.id/id/eprint/7805

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