PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN GEN Z PRODUK KECANTIKAN SKINTIFIC PADA E-COMMERCE SHOPEE DI KOTA PALEMBANG

RAHMATYAH, RAISYAH and Mavilinda, Febria Hera (2024) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN GEN Z PRODUK KECANTIKAN SKINTIFIC PADA E-COMMERCE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui hasil analisis dari hubungan antara Online Customer Review dan Online Customer Rating terhadap keputusan pembelian produk kecantikan skintific pada Generasi Z di Kota Palembang. Penelitian ini menggunakan metode deskriptif dengan data primer yang diperoleh dari kuesioner. Kuesioner penelitian ini disebarkan secara online kepada Generasi Z di kota Palembang yang sebelumnya pernah membeli produk kecantikan skintific serta memberikan review dan rating di E-commerce shopee. Sampel yang digunakan berjumlah 100 responden. Data yang diberikan responden diolah menggunakan analisis regresi linier berganda. Hasil dari penelitian ini adalah Online Customer Review dan Online Customer Rating berpengaruh terhadap keputusan pembelian. Oleh karena itu, penggunaan fitur Review dan Rating di e-commerce shopee dapat dioptimalkan karena dapat memberikan pengaruh positif bagi calon konsumen dalam memutuskan keputusan pembelian.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	online customer review, online customer rating dan keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Raisyah Rahmatyah
Date Deposited:	16 May 2024 02:17
Last Modified:	16 May 2024 02:18
URI:	http://repository.unsri.ac.id/id/eprint/144060

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