?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+ONLINE+CUSTOMER+REVIEW+DAN+REFERENCE+GROUP%0D%0A%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+ONLINE%0D%0A%0D%0APRODUK+FASHION+SHOPEE%0D%0A%0D%0A(Studi+pada+Perempuan+Milenial+di+Bandar+Lampung)&rft.creator=KHUSNUL+MUSLIMAH%2C+1616051046&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+online+customer+review+dan%0D%0Areference+group+terhadap+keputusan+pembelian+online+produk+fashion+Shopee.%0D%0AJenis+penelitian+ini+adalah+explanatory+research+dengan+pendekatan+kuantitatif.%0D%0APopulasi+dalam+penelitian+ini+merupakan+perempuan+generasi+milenial+di+Bandar%0D%0ALampung.+Teknik+pengambilan+sampel+dalam+penelitian+ini+menggunakan+metode%0D%0Anon+probability+sampling+dengan+sampel+penelitian+sebanyak+100+responden.+Data%0D%0Atersebut+diperoleh+dari+kuesioner+dengan+menggunakan+skala+likert.+Analisis+data%0D%0Apenelitian+ini+menggunakan+analisis+regresi+linear+berganda+dengan+menggunakan%0D%0Aaplikasi+SPSS+26.+Berdasarkan+hasil+penelitian%2C+menunjukkan+bahwa+secara%0D%0Aparsial+variabel+online+customer+review+dan+reference+group+berpengaruh%0D%0Asignifikan+terhadap+keputusan+pembelian+online.+Selanjutnya+secara+simultan%0D%0Aonline+customer+review+dan+reference+group+juga+berpengaruh+signifikan+terhadap%0D%0Akeputusan+pembelian+online.%0D%0A%0D%0AKata+Kunci+%3A+Online+Customer+Review%2C+Reference+Group%2C+Keputusan%0D%0A%0D%0APembelian+Online%0D%0AThis+study+aims+to+determine+the+effect+of+online+customer+review+and+reference%0D%0Agroup+on+online+puchasing+decisions+for+Shopee+fashion+products.+This+type+of%0D%0Aresearch+is+explanatory+research+with+a+quantitative+approach.+The+population+in%0D%0Athis+research+is+were+millennial+generation+women+in+the+city+of+Bandar+Lampung.%0D%0AThe+sampling+technique+in+this+study+used+a+non+probability+sampling+method+with%0D%0Aa+sampel+off+100+respondents.+The+data+were+obtained+from+questionnaire+through%0D%0Alikert+scale.+Multiple+linear+regression+analysis+was+used+to+analyze+the+data+with%0D%0ASPSS+26+application.+The+results+of+this+study+showed+that+partially+variable%0D%0Aonline+customer+review+and+reference+group+have+significant+effect+on+online%0D%0Apurchasing+decisions.+While+simultaneously+value+of+online+customer+review+and%0D%0Areference+group+have+significant+effect+on+online+purchasing+decisions.%0D%0A%0D%0AKeywords+%3A+Online+Customer+Review%2C+Reference+Group%2C+and+Online+Puchasing%0D%0A%0D%0ADecisions&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2021&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62229%2F1%2F1.%2520ABSTRAK-ABSTRACT%2520-%2520Rocket%2520Digital%2520%252824%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62229%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Rocket%2520Digital%2520%252863%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F62229%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Rocket%2520Digital%2520%252863%2529.pdf&rft.identifier=++KHUSNUL+MUSLIMAH%2C+1616051046++(2021)+PENGARUH+ONLINE+CUSTOMER+REVIEW+DAN+REFERENCE+GROUP+TERHADAP+KEPUTUSAN+PEMBELIAN+ONLINE+PRODUK+FASHION+SHOPEE+(Studi+pada+Perempuan+Milenial+di+Bandar+Lampung).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F62229%2F