Ayuningtyas, Arina Vidia (2024) Pengaruh Promosi, Persepsi Harga dan Online Customer Review Terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi pada Mahasiswi Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya). (The Influence of Promotions, Price Perceptions, and Online Customer Reviews on Purchasing Decisions on Scarlett Whitening Products (Study on Students of The University of Management Studies Program 17 August 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to determine the influence of promotional variables, price perceptions and online customer reviews on purchasing decisions for Scarlett Whitening products. A study of female Management Study Program students at the University of 17 August 1945 Surabaya with a population of 655 Management Study Program students with 87 samples using quantitative methods. Testing was carried out with the SPSS 25 program. The analysis technique used in this research is multiple linear regression F test, T test for hypothesis analysis, while other tests use data instrument tests which contain validity tests, reliability tests and classic assumption tests consisting of normality tests, multicollinearity tests and heteroscedasticity tests. . The research results show that simultaneously all independent variables together have an influence on the dependent variable, namely purchasing decisions. The partial research results show that promotional variables, price perceptions and online customer reviews have a positive and significant effect on purchasing decision variables.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Promotion, Price Perception, Online Customer Review, Purchasing Decision. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000018 Arina Vidia Ayuningtyas |
| Date Deposited: | 23 Jul 2024 02:14 |
| Last Modified: | 23 Jul 2024 02:14 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/28844 |
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