ONLINE CUSTOMER REVIEW, CELEBRITY ENDORSEMENT DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PARFUM ONLINE

Annisa Amalia Fitri, . (2023) ONLINE CUSTOMER REVIEW, CELEBRITY ENDORSEMENT DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PARFUM ONLINE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Selling perfume online is a challenge because the actual involved sense, which is the sense of smell, cannot be activated through the internet platform. However, perfume sales on Tokopedia in 2022 experienced an increase of almost 2,5 times compared to the same period the previous year. In addition to the existing gaps in previous research between online customer review, celebrity endorsement and price perception in relation to purchase decisions, no previous research has been found that combines the three variables and their impact on purchase decisions. The aim of this research is to investigate and to prove the influence of online customer review, celebrity endorsement, and price perception on purchase decisions. This is a quantitative research utilizing a questionnaire distributed to 100 respondents for data collection. The population used for this research consists of individuals in DKI Jakarta who have made online perfume purchases. The data analysis technique employed in this research is Partial Least Square (PLS) using the SmartPLS application. The results of this study prove that (1) online customer review influence purchase decisions. (2) Celebrity endorsement does not influence purchase decision. (3) Price perception has an impact on purchase decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111163] [Pembimbing: Miguna Astuti] [Penguji 1: Diana Triwardhani] [Penguji 2: Bernadin Dwi]
Uncontrolled Keywords: Celebrity Endorsement, Online Customer Review, Price Perception and Purchase Decisions.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Annisa Amalia Fitri
Date Deposited: 24 Jan 2024 06:17
Last Modified: 11 Jun 2024 06:34
URI: http://repository.upnvj.ac.id/id/eprint/27900

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