Pengaruh online customer review rating toko dan harga terhadap minat pembelian di marketplace tokopedia (Studi pada konsumen tokopedia di kota Banyuwangi)

LAURENA, CINDY (2022) Pengaruh online customer review rating toko dan harga terhadap minat pembelian di marketplace tokopedia (Studi pada konsumen tokopedia di kota Banyuwangi). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh online customer review, rating toko, dan harga terhadap minat pembelian di marketplace Tokopedia di Kota Banyuwangi. Penelitian ini menggunakan subjek konsumen Tokopedia di Kota Banyuwangi dan data analisis menggunakan analisis kuantitatif dengan teknik analisa menggunakan analisis linier berganda. Data diperoleh dengan teknik purposive sampling dan peneliti menyebarkan kuesioner pada responden yang tinggal di Banyuwangi dan sampel sebanyak 100 responden. Hasil penelitian ini menunjukkan bahwa online customer review tidak berpengaruh secara positif dan signifikan terhadap minat pembelian di marketplace Tokopedia di Kota Banyuwangi. Rating toko tidak berpengaruh secara positif dan signifikan terhadap minat pembelian di marketplace Tokopedia di Kota Banyuwangi. Harga berpengaruh positif dan signifikan terhadap minat pembelian di marketplace Tokopedia. Kata Kunci : Online Customer Review, Rating Toko, Harga, Minat Pembelian ABSTRACT This study aims to determine the effect of online customer reviews, store ratings, and prices on purchase interest in the Tokopedia marketplace in Banyuwangi City. This study used Tokopedia consumer subjects in Banyuwangi City and analysis data using quantitative analysis using multiple linear analysis techniques. Data were obtained by purposive sampling technique and researchers distributed questionnaires to respondents who lived in Banyuwangi and a sample of 100 respondents. The results of this study indicate that online customer reviews do not have a positive and significant effect on purchase interest in the Tokopedia marketplace in Banyuwangi City. Store ratings do not have a positive and significant effect on purchase interest in the Tokopedia marketplace in Banyuwangi City. Price has a positive and significant effect on purchase interest in Tokopedia marketplace. Keywords : Online Customer Review, Store Rating, Price, Purchase Interest

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci : Online Customer Review, Rating Toko, Harga, Minat Pembelian Keywords : Online Customer Review, Store Rating, Price, Purchase Interest
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 Cindy Laurena uwks
Date Deposited:	29 Sep 2022 00:50
Last Modified:	29 Sep 2022 00:50
URI:	http://erepository.uwks.ac.id/id/eprint/12598

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