PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN MOISTURIZER WARDAH PADA APLIKASI SHOPEE DI KOTA PALEMBANG

RAMADHINI, NORA and Mavilinda, Febria Hera (2025) PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN MOISTURIZER WARDAH PADA APLIKASI SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of sales promotion and online customer reviews on the purchase decisions of Wardah moisturizers on the Shopee application in Palembang City. The variables used in this study include sales promotion and online customer reviews as independent variables, and purchase decision as the dependent variable. The research method applied is a quantitative approach, using primary data obtained through the distribution of questionnaires. The sample consists of 100 respondents selected using purposive sampling, based on specific criteria: residents of Palembang City who have purchased Wardah moisturizers on Shopee within the last six months and are at least 17 years old. The data were analyzed using multiple linear regression analysis. The results of the study indicate that both simultaneously and partially, sales promotion and online customer reviews have a significant influence on the purchase decisions of Wardah moisturizers on the Shopee application in Palembang City.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Sales Promotion, Online Customer Review, Purchase Decisions
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Nora Ramadhini
Date Deposited:	19 Jun 2025 04:11
Last Modified:	19 Jun 2025 04:11
URI:	http://repository.unsri.ac.id/id/eprint/175771

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