TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints84284
UR  - http://digilib.unila.ac.id/84284/
A1  - ARZETA , AZ ZAHRA
Y1  - 2024/06/26/
N2  - Fenomena semakin meningkatnya pembelian secara online di Indonesia
menunjukkan bahwa internet memberikan dampak perubahan bagi generasi Z.
Dampak utama yang terlihat pada pola perilaku belanja konsumen di Indonesia
yang memiliki jumlah populasi sebesar 259,4 juta jiwa, dengan 30% dari jumlah
populasinya adalah generasi Z. Penelitian ini dilakukan untuk mengetahui pengaruh
online customer review dan online customer rating terhadap keputusan pembelian
produk fashion pada generasi Z. Jenis penelitian yang digunakan adalah penelitian
kuantitatif dengan menggunakan metode explanatory research. Teknik
pengambilan sampel dalam penelitian ini yaitu purposive sampling dengan
sebanyak 385 responden. Pada hasil online customer review ditemukan bahwa item
frekuensi memiliki nilai yang tinggi sehingga semakin konsumen sering membaca
review positif, semakin memengaruhi keputusan pembelian produk fashion di
Shopee. Pada hasil online customer rating dengan item rating keseluruhan yang
tertinggi menyatakan bahwa online customer rating mempermudah dalam
mengkategorisasikan kualitas produk fashion di Shopee. Berdasarkan hasil
penelitian ini yang menyatakan bahwa keputusan pembelian generasi Z di
Indonesia yang menjadi responden dipengaruhi oleh online customer review dan
online customer rating yang terdapat di Shopee.

Kata Kunci: Ulasan Konsumen, Penilaian Konsumen, Keputusan Pembelian,
E-Commerce, Preferensi Pembelian Generasi Z

ABSTRACT

PURCHASING DECISIONS FOR FASHION PRODUCTS AT SHOPEE
WHICH ARE INFLUENCED BY ONLINE CUSTOMER REVIEWS AND
ONLINE CUSTOMER RATINGS IN THE ZELENNIAL GENERATION

(GEN Z) IN INDONESIA

By

ARZETA AZ ZAHRA

The phenomenon of increasing online purchases in Indonesia shows that the
internet is making a difference for Generation Z. The main impact is seen in the
pattern of consumer shopping behavior in Indonesia, which has a population of
259.4 million, with 30% of the population being generation Z. This study was
conducted to determine the effect of online customer reviews and online customer
ratings on purchasing decisions for fashion products in generation Z. The type of
research used is quantitative research using the explanatory research method. The
sampling technique in this study was purposive sampling with 385 respondents. In
the results of the online customer review, it was found that the frequency item had
a high value so that the more consumers often read positive reviews, the more it
influenced the decision to purchase fashion products at Shopee. In the results of
online customer rating with the highest overall rating item, it states that online
customer rating makes it easier to categorize the quality of fashion products at
Shopee. Based on the results of this study which states that the purchasing decisions
of generation Z in Indonesia who are respondents are influenced by online customer
reviews and online customer ratings found at Shopee.

Keyword: Consumer Reviews, Consumer Ratings, Purchase Decision, E-
Commerce, Generation Z Purchase Preferences
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - KEPUTUSAN PEMBELIAN PRODUK FASHION DI SHOPEE YANG
DIPENGARUHI OLEH ONLINE CUSTOMER REVIEW DAN ONLINE
CUSTOMER RATING PADA GENERASI ZELENIAL (GEN Z) DI

INDONESIA


AV  - restricted
ER  -