Mirsya Rosida, . (2023) PENGARUH SEARCH ENGINE OPTIMIZATION, ONLINE CUSTOMER REVIEW, DAN FREE ALTERNATIVE TERHADAP MINAT PEMBELIAN BUKU DI GRAMEDIA ONLINE PLATFORM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research uses quantitative method with the aim of proving the influence of search engine optimization, online customer review, and free alternative on purchase intention of books on Gramedia online platform. The study sample consists of 100 active college students in DKI Jakarta in 2023 and have visited or made book purchases on the Gramedia mobile application or website. Data were collected using purposive sampling techniques and analyzed using descriptive and inferential analysis techniques with the help of SmartPLS 3.29 software. This research obtained results that (1) search engine optimization has a positive and significant influence on purchase interest with an original sample value of 0.743; (2) online customer review has a positive and significant influence on purchase interest with an original sample value of 0.177; (3) free alternative do not influence purchase interest with an original sample value of 0.032. The Adjusted R Square result for purchase interest is 0.841, meaning that search engine optimization, online customer review, and free alternative together have a significant contribution to the purchase interest in books on the Gramedia online platform, amounting to 84.1%. Meanwhile, the remaining value of Adjusted R Square indicates that there is an influence of variables other than the three mentioned variables that is correlated with the purchase interest variable, amounting to the remaining value of 15.9%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111217] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Nobelson] [Penguji 2: Heni Nastiti] |
| Uncontrolled Keywords: | search engine optimization, online customer review, free alternative, and purchase intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Mirsya Rosida |
| Date Deposited: | 21 Mar 2024 02:31 |
| Last Modified: | 21 Mar 2024 02:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/27872 |
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