PENGARUH ULASAN PELANGGAN, INFLUENCER, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERUM SOMETHINC PADA E-COMMERCE SHOPEE

Regina Rahmawaty, . (2024) PENGARUH ULASAN PELANGGAN, INFLUENCER, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERUM SOMETHINC PADA E-COMMERCE SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study which aims to find out and prove the influence of customer reviews, influencers, and price on the decision to purchase somethinc serum on Shopee e-commerce. Somethinc is a local company operating in the beauty industry. Somethinc was born in May 2019. Somethinc is known for its dedication to creating high-quality skin care products. This research is quantitative research with a total of 100 respondents collected with the help of Google Form. This research uses the SEM-Partial Least Square (PLS) data analysis technique for the SmartPLS 4 application. The results of this research prove that customer reviews have a positive but not significant effect on purchasing decisions, while influencers and price have a positive and significant effect on purchasing decisions. Keywords: Customer Reviews; Influencers; Price; Purchase Decisions

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111036] [Pembimbing: Suharyati] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Customer Reviews; Influencers; Price; Purchase Decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Regina Rahmawaty
Date Deposited: 21 Mar 2024 04:20
Last Modified: 21 Mar 2024 04:20
URI: http://repository.upnvj.ac.id/id/eprint/28209

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