Putri, Diva Andissa (2024) Pengaruh Online Customer Review, Online Customer Rating, dan Brand Image Terhadap Keputusan Pembelian Jatinangor House Surabaya. (The Influence of Online Customer Review, Online Customer Rating, and Brand Image on the Purchase Decision of Jatinangor House Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Technological developments that occur in the modern era are currently experiencing increasingly rapid changes. One of the companies currently involved in business competition is Jatinangor House Surabaya, with Jatinangor House Surabaya's mainstay menu being crispy fried chicken with a spicy taste. With various strategies implemented by Jatinangor House, such as, Online Customer Review, Online Customer Rating, and Brand Image. This research was conducted with the aim of knowing and analyzing the influence of Online Customer Reviews (X1), Online Customer Rating (X2), and Brand Image (X3) on purchasing decisions, both partially and simultaneously. The method used in this research is a quantitative method and the population used is consumers who have made purchases at Jatinagor House Surabaya. A total of 96 respondents in this study used non-probabilistic sampling with accidental sampling technique. This research uses validity test techniques, reliability tests, classic assumption tests, namely normality tests, multicollinearity tests, and heteroscedasticity tests, multiple linear regression analysis and hypothesis testing which shows partial results that Online Customer review have a positive and significant effect on purchasing decisions for Jatinangor house Surabaya , Online customer rating has a positive and significant effect on Jatinangor House Surabaya, Brand image has a positive and significant effect on purchasing decisions for Jatinangor House Surabaya and to test simultaneously using the F test which shows the results simultaneously that Online Customer Review, Online Customer Rating, and Brand Image has a positive and significant effect on the decision to purchase Jatinangor House Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Online Customer Review, Online Customer Rating, Brand Image |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000162 Diva Andissa Putri |
| Date Deposited: | 06 Dec 2024 03:05 |
| Last Modified: | 06 Dec 2024 03:05 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33340 |
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