Muhammad Raihan Naufal, . (2024) PENGARUH CUSTOMER ONLINE REVIEWS DAN PROMOSI MAKE UP EMINA DI APLIKASI SHOPEE TERHADAP KEPUTUSAN PEMBELIAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purchasing decisions made by consumers can be influenced by various factors, one of which is customer online reviews and promotions. This research aims to determine whether customer online reviews and promotions affect consumer purchasing decisions. The research method uses a quantitative explanatory approach, employing cognitive response theory. The determination results show that the variables customer online reviews and promotions have a 29% influence on the purchasing decision variable. The hypothesis test results indicate that H1 is accepted, meaning variable X1 has a significant influence on variable Y, H2 is accepted, meaning variable X2 has an influence on variable Y, and H3 is accepted, meaning variables X1 and X2 simultaneously have a significant influence on variable Y.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1710411187] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Damayanti] [Penguji 2: Siti Maryam] |
| Uncontrolled Keywords: | Customer Online Reviews, Promotion, Purchasing Decision, Makeup, Online Shopping Application, Cognitive Response |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMMAD RAIHAN NAUFAL |
| Date Deposited: | 30 Sep 2024 01:12 |
| Last Modified: | 30 Sep 2024 01:12 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33548 |
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