?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+ULASAN+PELANGGAN+TERHADAP+KEPUTUSAN%0D%0A%0D%0APEMBELIAN+DI+MARKETPLACE+SHOPEE%0D%0A%0D%0A(STUDI+PADA+MASYARAKAT+DI+KOTA+BANDAR+LAMPUNG)&rft.creator=%09Muhammad+%2C+Yoga+Saputra%09&rft.subject=300+Ilmu+sosial&rft.subject=302+Interaksi+sosial&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis+dan+mengetahui+pengaruh+dari+ulasan%0D%0Apelanggan+terhadap+keputusan+pembelian+di+marketplace+Shopee.+Data+yang%0D%0Adigunakan+pada+penelitian+ini+merupakan+data+primer+yang+diperoleh+dari%0D%0Aresponden+melalui+kuesioner.+Populasi+melibatkan+orang-orang+yang+pernah%0D%0Abertransaksi+di+marketplace+Shopee.+Jumlah+sampel+yang+digunakan+sebanyak+100%0D%0Aresponden+ataupun+customer+Shopee.%0D%0AHasil+penelitian+ini+menunjukkan+bahwa+melalui+uji+hipotesis%2C+variabel+ulasan%0D%0Aonline+mempunyai+nilai+signifikansi+sebesar+0%2C001+yang+berarti+kurang+dari+0%2C05%0D%0A(alpha).+Hal+ini+mengindikasikan+bahwa+terdapat+pengaruh+yang+positif+dan%0D%0Asignifikan+antara+ulasan+online+dan+keputusan+pembelian.+Nilai+koefisien%0D%0Adeterminasi+pada+penelitian+ini+berdasarkan+sebesar+0%2C762+atau+76%2C2%25.+Hal+ini%0D%0Amenunjukkan+bahwa+variabel+ulasan+online+mampu+menjelaskan+variasi+pada%0D%0Akeputusan+pembelian+di+Shopee+sebesar+76%2C2%25+dan+sisanya+23%2C8%25+dijelaskan+oleh%0D%0Afaktor+lain+diluar+model+penelitian.%0D%0AKata+Kunci%3A+Keputusan+Pembelian%2C+Ulasan+Pelanggan%2C+Shopee%0D%0AThis+research+aims+to+analyze+and+determine+the+influence+of+customer+reviews+on%0D%0Apurchasing+decisions+on+the+Shopee+marketplace.+The+data+used+in+this+research+is%0D%0Aprimary+data+obtained+from+respondents+through+questionnaires.+The+population%0D%0Ainvolves+people+who+have+made+transactions+on+the+Shopee+Marketplace.+The%0D%0Anumber+of+samples+used+was+100+respondents+or+Shopee+customers.%0D%0AThe+results+of+this+research+show+that+through+hypothesis+testing%2C+the+online+review%0D%0Avariable+has+a+significance+value+of+0.001%2C+which+means+less+than+0.05+(alpha).+This%0D%0Aindicates+that+there+is+a+positive+and+significant+influence+between+online+reviews%0D%0Aand+purchasing+decisions.+The+coefficient+of+determination+value+in+this+study+is%0D%0Abased+on+0.762+or+76.2%25.+This+shows+that+the+online+review+variable+is+able+to%0D%0Aexplain+variations+in+purchasing+decisions+at+Shopee+of+76.2%25+and+the+remaining%0D%0A23.8%25+is+explained+by+other+factors+outside+the+research+model.%0D%0AKeywords%3A+Purchase+Decision%2C+Customer+Reviews%2C+Shopee&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+POLITIK++&rft.date=2024-02-16&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84656%2F1%2F1.%2520ABSTRAK%2520-%2520Muhammad%2520Yoga%2520Saputra.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84656%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Muhammad%2520Yoga%2520Saputra.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84656%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520PEMBAHASAN%2520-%2520Muhammad%2520Yoga%2520Saputra.pdf&rft.identifier=+++Muhammad+%2C+Yoga+Saputra+++(2024)+PENGARUH+ULASAN+PELANGGAN+TERHADAP+KEPUTUSAN+PEMBELIAN+DI+MARKETPLACE+SHOPEE+(STUDI+PADA+MASYARAKAT+DI+KOTA+BANDAR+LAMPUNG).++FAKULTAS+ILMU+SOSIAL+DAN+POLITIK+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F84656%2F