Febriantono, Muhamad Eric (2024) Pengaruh Online Customer Review dan Online Customer Rating Terhadap Keputusan Pembelian Produk Handphone di E-Commerce Shopee (Studi Pada Masyarakat Wilayah Surabaya). (The Influence of Online Customer Reviews and Online Customer Rating on Mobile Phone Product Purchase Decisions in Shopee E-Commerce (Study on the Community of Surabaya Region)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Research that focuses on how Online Customer Reviews and Online Customer Ratings influence mobile product purchase decisions on the Shopee e-commerce platform. In the evolving era of e-commerce, consumers' purchasing decisions on platforms like Shopee are influenced by a variety of factors, including Online Customer Reviews and Online Customer Ratings. This study used quantitative methods. The population in this study is people in the Surabaya area with male and female genders and the total sample used was 96 respondents rounded up to 100 respondents with sampling techniques using Non Probability Sampling with a purposive sampling approach. Data collection is carried out by electronic dissemination of questionnaires. The questionnaire contains statements about the indicators in the variables Online Customer Review, Online Customer Rating and Purchase Decision. The data obtained are then analyzed using multiple linear regression methods to determine the relationship between the independent variable and the dependent variable The results of this study show that all independent variables, namely Online Customer Review and Online Customer Rating, have a effect on the dependent variable, namely Purchase Decision. Thus, this study shows that Online Customer Reviews and Online Customer Ratings play an important role in influencing mobile product purchasing decisions at Shopee The results of this research can help sellers and marketers to improve their strategies by better understanding how Online Customer Reviews and Online Customer Ratings influence consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Online Customer Review, Online Customer Rating, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000104 Muhamad Eric Febriantono |
| Date Deposited: | 13 Dec 2024 02:42 |
| Last Modified: | 13 Dec 2024 02:42 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32884 |
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