PENGARUH ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI DI TOKO ONLINEPADA E-COMMERCE BUKALAPAK

Ruslan, Novaldo (2021) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI DI TOKO ONLINEPADA E-COMMERCE BUKALAPAK. Undergraduate thesis, Universitas Katholik Musi Charitas.

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Abstract

Bukalapak is one of an Indonesia's e-commerce company that is used by consumer to buy stuffs online and do not need to come to the physical store. Eventhough, there are still many problem that are faced by its consumer in its practice that makes this research is important to know whether online variable customer review is having influence toward people's interest on buying stuffs online through Bulalapak e-commerce application. Populations in this research are consumer who is using Bukalapak application. Sampling technique that will be used in this study is "purposive sampling" with the amount of sample around 97 respondents. In this research, sampling technique will be using questionnaire as its instrument. Analytical technique that are going to use in this study are validity test, reliability test, classic assumption test which are normality test and heteroscedasticity, simple linear regression analysis, T test, and coefficient of determination (R^2). Based on the t test which shows that the significance value is 0.000 which means less than 0.05 and the t value of 7.362 is greater than the t table value of 1,985 proves that online customer reviews have a positive and significant effect on purchase intention in online stores on e- Bukalapak commerce.

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