Sugengni, Silvia (2023) PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK MELALUI MARKETPLACE SHOPEE (Studi Kasus Pada Mahasiswa FEBI UIN Raden Fatah Palembang). Undergraduate Thesis thesis, UIN Raden Fatah.
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Abstract
This study aims to determine and analyze the effect of online customer reviews and online customer ratings on product purchasing decisions through the shopee marketplace for FEBI students at Raden Fatah State Islamic University Palembang, to determine and analyze the effect of online customer reviews and online customer ratings on product purchasing decisions through the shopee marketplace for FEBI students at Raden Fatah State Islamic University Palembang. And to determine and analyze simultaneously the effect of online customer reviews and online customer ratings on product purchasing decisions through the shopee marketplace for FEBI students at Raden Fatah State Islamic University Palembang. This research uses descriptive quantitative methods using primary data obtained from questionnaires. The sample in this study amounted to 93 respondent with sample determination using non-probability using purposive sampling technique. The analysis method used is multiple linear regression analysis method. Based on the results of the study, it can be concluded that from the results of the t test (partial) for the online customer review variable (X1), the tcount value is 1.781 < 1.98667 with a significant value of 0.078 < 0.05, meaning that there is no positive and significant effect of online customer review on product purchasing decisions through the Shopee marketplace, for the online customer rating variable (X2), the tcount value is 8.872> 1.98667 and the sig value is 0.000> 0.05, meaning that there is a positive and significant effect of online customer rating on product purchasing decisions through the Shopee marketplace. The results of the F test (simultaneous), Fcount is greater than Ftable (40.871> 3.10) with a significant level of 0.000 <0.05, which means that there is a simultaneous positive and significant influence between variable X (online customer review and online customer rating) on variable Y (purchase decision). Keywords: Online Customer Rating, Online Customer Review, Purchase Decision, Shopee
| Item Type: | Thesis (Undergraduate Thesis) |
|---|---|
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (S1) |
| Depositing User: | SILVIA SUGENGNI 1910602018 |
| Date Deposited: | 02 Jan 2024 01:59 |
| Last Modified: | 02 Jan 2024 01:59 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/33735 |
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