Muhammad , Yoga Saputra (2024) PENGARUH ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE (STUDI PADA MASYARAKAT DI KOTA BANDAR LAMPUNG). FAKULTAS ILMU SOSIAL DAN POLITIK , UNIVERSITAS LAMPUNG.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh dari ulasan pelanggan terhadap keputusan pembelian di marketplace Shopee. Data yang digunakan pada penelitian ini merupakan data primer yang diperoleh dari responden melalui kuesioner. Populasi melibatkan orang-orang yang pernah bertransaksi di marketplace Shopee. Jumlah sampel yang digunakan sebanyak 100 responden ataupun customer Shopee. Hasil penelitian ini menunjukkan bahwa melalui uji hipotesis, variabel ulasan online mempunyai nilai signifikansi sebesar 0,001 yang berarti kurang dari 0,05 (alpha). Hal ini mengindikasikan bahwa terdapat pengaruh yang positif dan signifikan antara ulasan online dan keputusan pembelian. Nilai koefisien determinasi pada penelitian ini berdasarkan sebesar 0,762 atau 76,2%. Hal ini menunjukkan bahwa variabel ulasan online mampu menjelaskan variasi pada keputusan pembelian di Shopee sebesar 76,2% dan sisanya 23,8% dijelaskan oleh faktor lain diluar model penelitian. Kata Kunci: Keputusan Pembelian, Ulasan Pelanggan, Shopee This research aims to analyze and determine the influence of customer reviews on purchasing decisions on the Shopee marketplace. The data used in this research is primary data obtained from respondents through questionnaires. The population involves people who have made transactions on the Shopee Marketplace. The number of samples used was 100 respondents or Shopee customers. The results of this research show that through hypothesis testing, the online review variable has a significance value of 0.001, which means less than 0.05 (alpha). This indicates that there is a positive and significant influence between online reviews and purchasing decisions. The coefficient of determination value in this study is based on 0.762 or 76.2%. This shows that the online review variable is able to explain variations in purchasing decisions at Shopee of 76.2% and the remaining 23.8% is explained by other factors outside the research model. Keywords: Purchase Decision, Customer Reviews, Shopee
| Item Type: | Other |
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| Subjects: | ?? 300 ?? ?? 302 ?? |
| Divisions: | Fakultas ISIP > Prodi Komunikasi |
| Depositing User: | . . Yulianti |
| Date Deposited: | 20 Feb 2025 01:20 |
| Last Modified: | 20 Feb 2025 01:20 |
| URI: | http://digilib.unila.ac.id/id/eprint/84656 |
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