?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=KEPUTUSAN+PEMBELIAN+PRODUK+FASHION+DI+SHOPEE+YANG%0D%0ADIPENGARUHI+OLEH+ONLINE+CUSTOMER+REVIEW+DAN+ONLINE%0D%0ACUSTOMER+RATING+PADA+GENERASI+ZELENIAL+(GEN+Z)+DI%0D%0A%0D%0AINDONESIA%0D%0A%0D%0A&rft.creator=ARZETA+%2C+AZ+ZAHRA&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.subject=350+Administrasi+publik+dan+ilmu+militer&rft.description=Fenomena+semakin+meningkatnya+pembelian+secara+online+di+Indonesia%0D%0Amenunjukkan+bahwa+internet+memberikan+dampak+perubahan+bagi+generasi+Z.%0D%0ADampak+utama+yang+terlihat+pada+pola+perilaku+belanja+konsumen+di+Indonesia%0D%0Ayang+memiliki+jumlah+populasi+sebesar+259%2C4+juta+jiwa%2C+dengan+30%25+dari+jumlah%0D%0Apopulasinya+adalah+generasi+Z.+Penelitian+ini+dilakukan+untuk+mengetahui+pengaruh%0D%0Aonline+customer+review+dan+online+customer+rating+terhadap+keputusan+pembelian%0D%0Aproduk+fashion+pada+generasi+Z.+Jenis+penelitian+yang+digunakan+adalah+penelitian%0D%0Akuantitatif+dengan+menggunakan+metode+explanatory+research.+Teknik%0D%0Apengambilan+sampel+dalam+penelitian+ini+yaitu+purposive+sampling+dengan%0D%0Asebanyak+385+responden.+Pada+hasil+online+customer+review+ditemukan+bahwa+item%0D%0Afrekuensi+memiliki+nilai+yang+tinggi+sehingga+semakin+konsumen+sering+membaca%0D%0Areview+positif%2C+semakin+memengaruhi+keputusan+pembelian+produk+fashion+di%0D%0AShopee.+Pada+hasil+online+customer+rating+dengan+item+rating+keseluruhan+yang%0D%0Atertinggi+menyatakan+bahwa+online+customer+rating+mempermudah+dalam%0D%0Amengkategorisasikan+kualitas+produk+fashion+di+Shopee.+Berdasarkan+hasil%0D%0Apenelitian+ini+yang+menyatakan+bahwa+keputusan+pembelian+generasi+Z+di%0D%0AIndonesia+yang+menjadi+responden+dipengaruhi+oleh+online+customer+review+dan%0D%0Aonline+customer+rating+yang+terdapat+di+Shopee.%0D%0A%0D%0AKata+Kunci%3A+Ulasan+Konsumen%2C+Penilaian+Konsumen%2C+Keputusan+Pembelian%2C%0D%0AE-Commerce%2C+Preferensi+Pembelian+Generasi+Z%0D%0A%0D%0AABSTRACT%0D%0A%0D%0APURCHASING+DECISIONS+FOR+FASHION+PRODUCTS+AT+SHOPEE%0D%0AWHICH+ARE+INFLUENCED+BY+ONLINE+CUSTOMER+REVIEWS+AND%0D%0AONLINE+CUSTOMER+RATINGS+IN+THE+ZELENNIAL+GENERATION%0D%0A%0D%0A(GEN+Z)+IN+INDONESIA%0D%0A%0D%0ABy%0D%0A%0D%0AARZETA+AZ+ZAHRA%0D%0A%0D%0AThe+phenomenon+of+increasing+online+purchases+in+Indonesia+shows+that+the%0D%0Ainternet+is+making+a+difference+for+Generation+Z.+The+main+impact+is+seen+in+the%0D%0Apattern+of+consumer+shopping+behavior+in+Indonesia%2C+which+has+a+population+of%0D%0A259.4+million%2C+with+30%25+of+the+population+being+generation+Z.+This+study+was%0D%0Aconducted+to+determine+the+effect+of+online+customer+reviews+and+online+customer%0D%0Aratings+on+purchasing+decisions+for+fashion+products+in+generation+Z.+The+type+of%0D%0Aresearch+used+is+quantitative+research+using+the+explanatory+research+method.+The%0D%0Asampling+technique+in+this+study+was+purposive+sampling+with+385+respondents.+In%0D%0Athe+results+of+the+online+customer+review%2C+it+was+found+that+the+frequency+item+had%0D%0Aa+high+value+so+that+the+more+consumers+often+read+positive+reviews%2C+the+more+it%0D%0Ainfluenced+the+decision+to+purchase+fashion+products+at+Shopee.+In+the+results+of%0D%0Aonline+customer+rating+with+the+highest+overall+rating+item%2C+it+states+that+online%0D%0Acustomer+rating+makes+it+easier+to+categorize+the+quality+of+fashion+products+at%0D%0AShopee.+Based+on+the+results+of+this+study+which+states+that+the+purchasing+decisions%0D%0Aof+generation+Z+in+Indonesia+who+are+respondents+are+influenced+by+online+customer%0D%0Areviews+and+online+customer+ratings+found+at+Shopee.%0D%0A%0D%0AKeyword%3A+Consumer+Reviews%2C+Consumer+Ratings%2C+Purchase+Decision%2C+E-%0D%0ACommerce%2C+Generation+Z+Purchase+Preferences&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-06-26&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84284%2F1%2FABSTRAK%2520Arzeta%2520Az%2520Zahra%2520-%2520Arzeta%2520Azzahra.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84284%2F2%2FArzeta%2520Az%2520Zahra%2520%2528Tanpa%2520Lampiran%2520Isi%2529%2520-%2520Arzeta%2520Azzahra.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84284%2F3%2FArzeta%2520Az%2520Zahra%2520%2528Tanpa%2520Bab%2520Pembahasan%2529%2520-%2520Arzeta%2520Azzahra.pdf&rft.identifier=++ARZETA+%2C+AZ+ZAHRA++(2024)+KEPUTUSAN+PEMBELIAN+PRODUK+FASHION+DI+SHOPEE+YANG+DIPENGARUHI+OLEH+ONLINE+CUSTOMER+REVIEW+DAN+ONLINE+CUSTOMER+RATING+PADA+GENERASI+ZELENIAL+(GEN+Z)+DI+INDONESIA.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F84284%2F