Farahmida, Tsabila Putri (2023) Pengaruh Inovasi Produk, Brand Image, dan Online Customer Review Terhadap Keputusan Pembelian Smartphone Samsung di Shopee. (The Influence of Product Innovation, Brand Image, and Online Customer Reviews on Samsung Smartphone Purchasing Decisions on Shopee). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the development of technology in modern times, it is increasing with the information uploaded by companies, this is beneficial for consumers who want to know product information that they will buy and use in their daily lives. The need for communication tools is quite increasing which has an impact on consumer demand in the market so that more and more companies are competing to issue products that are in accordance with market demand. The problem of this study is whether there is a positive and significant influence between product innovation, brand image, and online customer reviews on purchasing decisions for Samsung smartphones at Shopee. The purpose of this study was to identify the positive and significant effect of product innovation, brand image, and online customer reviews on purchasing decisions for Samsung smartphones at Shopee. This study uses a quantitative approach with data collection using a questionnaire, the sampling technique uses purposive sampling (non probability sampling) and the population is consumers who use Samsung smartphones and have purchased Samsung smartphones at least once at Shopee. The results of this study indicate that product innovation has a positive but insignificant effect on purchasing decisions for Samsung smartphones, brand image has a positive but insignificant effect on purchasing decisions for Samsung smartphones, and Online Customer Reviews have a positive and significant effect on purchasing decisions for Samsung smartphones at Shopee. Keywords ; Product Innovation; Brand Image; Online Customer Review; Purchase Decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Innovation; Brand Image; Online Customer Review; Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121900066 Tsabila Putri Farahmida |
| Date Deposited: | 24 Aug 2023 02:55 |
| Last Modified: | 20 Sep 2023 02:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24574 |
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