PENGARUH ONLINE REVIEW DAN ONLINE RATING TERHADAP KEPUTUSAN PEMBELIAN DI OFFICIAL STORE MADAM GIE DI E-COMMERCE SHOPEE (STUDI KASUS PADA GENERASI Z DI KOTA PALEMBANG)

LOLY, LOLY and Iisnawati, Iisnawati (2024) PENGARUH ONLINE REVIEW DAN ONLINE RATING TERHADAP KEPUTUSAN PEMBELIAN DI OFFICIAL STORE MADAM GIE DI E-COMMERCE SHOPEE (STUDI KASUS PADA GENERASI Z DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the influence of online reviews and online ratings on purchasing decisions at the Official Store of Madame Gie on Shopee among Generation Z consumers in Palembang. The sampling technique used is non-probability sampling. The sample consists of 100 Generation Z respondents from Palembang who have previously purchased products from Madame Gie's Official Store on Shopee. This study uses a quantitative approach with primary data collected through questionnaires. Data analysis was performed using multiple linear regression. The results indicate that online reviews and online ratings have a positive and significant influence, both partially and simultaneously on purchasing decisions at Madame Gie's Official Store on Shopee.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	online review, online rating, purchase decision, generation Z
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Loly Loly
Date Deposited:	02 Jan 2025 03:25
Last Modified:	02 Jan 2025 03:25
URI:	http://repository.unsri.ac.id/id/eprint/162059

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