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.

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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

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Rating, Online Customer Review, Sales Promotion, Keputusan Pembelian
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 2014 not found.
Date Deposited: 10 Mar 2022 01:39
Last Modified: 17 Mar 2022 07:30
URI: https://eprints.ukmc.ac.id/id/eprint/7349

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