PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA ONLINE MARKETPLACE SHOPEE

Amila Hasya Sabrina, . (2022) PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA ONLINE MARKETPLACE SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine how the influence of online customer reviews, online customer ratings, and e-service quality on purchasing decisions in the Shopee online marketplace. This study uses quantitative methods with primary data sources. The population of this study are Shopee users who are in the Jakarta area and a sample of 100 respondents was collected using a non-probability sampling technique with purposive sampling type. From the results of data processing with Smart PLS, it can be concluded that online customer service has a positive and significant effect on purchasing decisions of 0.404, online customer ratings have a positive and significant effect on purchasing decisions of 0.259, and e-service quality has a positive and significant effect on purchasing decisions of 0.245.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1810111247] [Pembimbing: Bernadin Dwi] [Penguji 1: Yuliniar] [Penguji 2: Dienni Ruhjatini Sholihah]
Uncontrolled Keywords: Online Customer Review, Online Customer Rating, E-Service Quality, Purchase Decision, Shopee
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Amila Hasya Sabrina
Date Deposited: 21 Sep 2022 04:35
Last Modified: 21 Sep 2022 04:35
URI: http://repository.upnvj.ac.id/id/eprint/17025

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