Pengaruh Online Customer Review dan Persepsi Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Warga Surabaya Timur) (The Influence of Online Customer Review and Perceived Price Toward Purchase Decision on Shopee Marketplace (A Case Study of Residents of East Surabaya)

Pratiwi, Hesti Ika (2022) Pengaruh Online Customer Review dan Persepsi Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Warga Surabaya Timur) (The Influence of Online Customer Review and Perceived Price Toward Purchase Decision on Shopee Marketplace (A Case Study of Residents of East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis 1). pengaruh review pelanggan online terhadap keputusan pembelian di shopee marketplace, 2). pengaruh persepsi harga terhadap keputusan pembelian di shopee marketplace, 3) pengaruh online customer review dan persepsi harga secara simultan berpengaruh signifikan terhadap keputusan pembelian di shopee online marketplace. Teknik yang digunakan adalah purposive sampling dengan 120 responden pengguna shopee. Analisis data yang digunakan adalah analisis regresi linier berganda, uji-t dan uji-f. Hasil penelitian ini menunjukkan bahwa online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian di shopee marketplace. Perceived price berpengaruh positif dan signifikan terhadap keputusan pembelian di shopee online marketplace. Hasil analisis F-test online customer review dan perceived price secara simultan berpengaruh signifikan terhadap keputusan pembelian di shopee marketplace.

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