Pengaruh Harga Dan Online Customer Review Terhadap Keputusan Pembelian Konsumen Shopee Di Kota Kediri

Afifah, Aryaningsih Nur (2024) Pengaruh Harga Dan Online Customer Review Terhadap Keputusan Pembelian Konsumen Shopee Di Kota Kediri. Skripsi thesis, Universitas Kadiri.

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Abstract

The aim of this research is to determine the influence of price and online customer reviews on purchasing decisions of Shopee consumers in Kediri City. This type of research is quantitative using survey methods. This research used a sample of 96 respondents. The sampling technique uses a non-probability sampling technique using purposive sampling with sample selection criteria. Consumers aged 17 years to > 35 years, consumers who have made purchases at Shopee. The test equipment for this research is instrument testing, classical assumption testing, multiple linear regression analysis. The results of this research are known sig values. for the (partial) influence of X1 on Y is 0.000 < 0.05. known sig value. for the (partial) influence of X2 on Y is 0.004 < 0.05. Known sig value. for the (simultaneous) influence of X1 and consumer purchases on the Shopee marketplace. Thus, the research results show that price and online customer reviews have a positive and significant effect on consumer purchasing decisions on the Shopee marketplace. Keywords: price, online customer reviews, purchasing decisions

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi > Prodi Manajemen S1
Depositing User:	NR Nurul Huda
Date Deposited:	24 May 2025 02:21
Last Modified:	24 May 2025 02:21
URI:	http://repository.unik-kediri.ac.id/id/eprint/787

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