Pengaruh Rating, Online Customer Review dan Sales Promotion Terhadap Keputusan Pembelian di Shopee

Hartanto, Aloysius Bobby (2022) Pengaruh Rating, Online Customer Review dan Sales Promotion Terhadap Keputusan Pembelian di Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

	Text (Cover) EM-2022-1822130-cover.pdf Download (585kB)
	Text (Abstract) EM-2022-1822130-abstract.pdf Restricted to Registered users only Download (5kB) | Request a copy
	Text (Tableofcontent) EM-2022-1822130-tableofcontent.pdf Restricted to Registered users only Download (777kB) | Request a copy
	Text (Chapter1) EM-2022-1822130-chapter1.pdf Restricted to Registered users only Download (2MB) | Request a copy
	Text (Chapter2) EM-2022-1822130-chapter2.pdf Restricted to Registered users only Download (5MB) | Request a copy
	Text (Chapter3) EM-2022-1822130-chapter3.pdf Restricted to Registered users only Download (2MB) | Request a copy
	Text (Chapter4) EM-2022-1822130-chapter4.pdf Restricted to Registered users only Download (4MB) | Request a copy
	Text (Conclusion) EM-2022-1822130-conclusion.pdf Restricted to Registered users only Download (203kB) | Request a copy
	Text (reference) EM-2022-1822130-reference.pdf Restricted to Registered users only Download (937kB) | Request a copy
	Text (attachment) EM-2022-1822130-attachment.pdf Restricted to Registered users only Download (6MB) | Request a copy
	Text (Complete) EM-2022-1822130-complete.pdf Restricted to Repository staff only Download (3MB) | Request a copy
	Text (Summary_id) EM-2022-1822130-summary_id.pdf Restricted to Registered users only Download (902kB) | Request a copy

Abstract

This study aims to analyze whether the variables rating, online customer review and sales promotion have an influence on purchasing decisions at Shopee. The population in this study were all Shopee marketplace users, while the sample in this study were active Shopee users (in 1 month recent ever bought a product at shopee at least 2 times), aged at least 17 years with a total sample of 110 respondents. This study uses multiple regression analysis techniques to determine the effect of rating variables, online customer reviews and sales promotions on purchasing decisions. The results obtained indicate that the rating variables, online customer reviews and sales promotions have a positive and significant influence on purchasing decisions at Shopee. Keyword: rating, online customer review, sales promotion, purchase decisions

Actions (login required)

View Item