Pengaruh tagline gratis ongkir, online customer review, dan kepercayaan terhadap keputusan pembelian pengguna e-commerce shopee (studi kasus pada Mahasiswa Universitas Wijaya Kusuma Surabaya). ( Studi pada Mahasiswa Universitas Wijaya Kusuma Surabaya)

febrina, nadila (2022) Pengaruh tagline gratis ongkir, online customer review, dan kepercayaan terhadap keputusan pembelian pengguna e-commerce shopee (studi kasus pada Mahasiswa Universitas Wijaya Kusuma Surabaya). ( Studi pada Mahasiswa Universitas Wijaya Kusuma Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh perubahan sikap belanja konsumen dari belanja pribadi di toko (offline) menjadi beralih secara online salah satunya di e-commerce Shopee. Tujuannya adalah untuk mengetahui terdapat atau tidaknya pengaruh Tagline gratis Ongkir, Online Customer Review, dan kepercayaan terhadap Keputusan Pembelian pengguna e-commerce Shopee di Mahasiswa Universitas Wijaya Kusuma Surabaya. Kelompok sasaran penelitian ini adalah mahasiswa Universitas Wijaya Kusuma Surabaya yang telah melakukan pembelian dari Shopee minimal satu kali. Sampel sebanyak 100 responden menggunakan metode probability sampling. Pengambilan sampel dilakukan secara direct sampling, yaitu pengambilan sampel sesuai dengan karakteristik penelitian. Data dikumpulkan menggunakan Google Forms melalui distribusi survei online. Hasil studi menunjukkan bahwa tagline gratis ongkir, online customer review dan kepercayaan memiliki dampak signifikan terhadap keputusan pembelian. Kata Kunci : Tagline Gratis Ongkir, Online Customer Review, Kepercayaan dan keputusan pembelian. ABSTRACT This research is driven by changes in the behavior of buying customers from shopping in-store (offline) to online exchanges, one of which is the e-commerce Shopee business. Its purpose is to determine whether students at Wijaya Kusuma University in Surabaya are affected by free shipping, online customer reviews and the trust of e-commerce shopee operators and purchasing decisions. One of the objectives of this study was students at Wijaya Kusuma University Surabaya who bought at least one Shopee once. The sample had 100 respondents who used a non-probability sample size. Testing is done by deliberate analysis, that is, by a series of tests based on the characteristics of the study. Data was collected from online queries in the form of google. The results show that free shipping, online customer reviews and trust have a huge impact on purchasing decisions. Keywords : Free Shipping Tagline, Online Customer Reviews, and Trust and Purchasing decisions.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci : Tagline Gratis Ongkir, Online Customer Review, Kepercayaan dan keputusan pembelian. Keywords : Free Shipping Tagline, Online Customer Reviews, and Trust and Purchasing decisions.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Nadila dwi febrina UWKS
Date Deposited:	12 Apr 2022 02:35
Last Modified:	12 Apr 2022 02:35
URI:	http://erepository.uwks.ac.id/id/eprint/11462

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