PENGARUH ONLINE CUSTOMER REVIEW, CUSTOMER RATING, DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z PADA TOKOPEDIA

Aida Faradilla Kamal, . (2022) PENGARUH ONLINE CUSTOMER REVIEW, CUSTOMER RATING, DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z PADA TOKOPEDIA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Tokopedia is the most visited e-commerce platform in Indonesia. However, currently, there is a problem because Tokopedia is still below its competitors in purchasing decisions in generation Z. So the formulation of the problem in this study is whether customer reviews, customer ratings, and viral marketing affect purchasing decisions. This research aims to find out, prove, and analyze the influence of customer reviews, customer ratings, and viral marketing on purchasing decisions. The population in this study is generation Z consumers who have made purchases at Tokopedia in Jakarta. The sample used was 100 respondents, with quantitative data types and non-probability sampling (purposive sampling) methods. The analysis technique in this study used Partial Least Square (PLS) with SmartPLS 3.0 software. The results of this research show that the variables of customer reviews, customer rating, and viral marketing have a positive and significant influence on purchasing decisions. This study obtained the results that the customer review variable had the highest influence on the t-statistical test, which was 49.2%.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 1910111010] [Pembimbing: Nobelson] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords: customer reviews, customer rating, viral marketing, purchasing decisions, e-commerce
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Aida Faradilla Kamal
Date Deposited: 02 Feb 2023 07:40
Last Modified: 02 Feb 2023 07:40
URI: http://repository.upnvj.ac.id/id/eprint/22585

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