Pengaruh Kualitas Produk dan Online Customer Review (OCR) terhadap Minat Beli Produk Maternal Disaster di Kota Palembang pada Marketplace Shopee

William, Jonathan (2026) Pengaruh Kualitas Produk dan Online Customer Review (OCR) terhadap Minat Beli Produk Maternal Disaster di Kota Palembang pada Marketplace Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine and analyze the influence of product quality on the purchase intention of Maternal Disaster consumers in Palembang City on the Shopee marketplace, as well as the influence of online customer review on their purchase intention. This study uses a quantitative approach with a non-probability sampling technique through the purposive sampling method. The research sample consists of 100 respondents who meet the research criteria, and data analysis is carried out using multiple linear regression with the help of SPSS version 25 software. The results show that product quality has a positive and significant effect on the purchase intention of Maternal Disaster products, and online customer review also has a positive and significant effect on purchase intention. Simultaneously, product quality and online customer review have a significant effect on purchase intention, with an adjusted R square value of 0.630, indicating that both independent variables can explain 63 percent of the variation in consumer purchase intention. These findings indicate that improving product quality and proper management of online customer reviews can be important factors in increasing the purchase intention of Maternal Disaster consumers on the Shopee marketplace.

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