Akmalia, Izzatu (2024) PERAN KESESUAIAN HARGA DAN ONLINE CUSTOMER REVIEW DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (Skripsi)
IZZATU AKMALIA 5551190139_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
IZZATU AKMALIA 5551190139_02.pdf Restricted to Registered users only Download (270kB) |
|
Text
IZZATU AKMALIA 5551190139_03.pdf Restricted to Registered users only Download (371kB) |
|
Text
IZZATU AKMALIA 5551190139_04.pdf Restricted to Registered users only Download (530kB) |
|
Text
IZZATU AKMALIA 5551190139_05.pdf Restricted to Registered users only Download (58kB) |
|
Text
IZZATU AKMALIA 5551190139_Lamp.pdf Restricted to Registered users only Download (1MB) |
|
Text
IZZATU AKMALIA 5551190139_Ref.pdf Restricted to Registered users only Download (190kB) |
|
Text
IZZATU AKMALIA 5551190139_01.pdf Restricted to Registered users only Download (991kB) |
Abstract
This study aimed to determine the effect of price (X1) and online customer review (X2) on purchase decision (Y) with trust (Z) as an mediation variable on users of Shopee. This study used quantitative method by collecting data based on questionnaires and literature studies. The population of this study was Serang City residents who have made purchases on Shopee at least twice. The research sample consisted of 126 respondents. The data were further analyzed by using Structural Equation Modelling (SEM) with the SmartPLS Professional analysis tools. The result of this study showed that: (1) Price has a positive and significant effect on Purchasing Decisions. (2) Online Customer Review has a positive and significant effect on Purchasing Decisions. (3) Price has a positive and significant effect on Trust. (4) Online Customer Review has a positive and significant effect on Trust. (5) Trust has a positive and significant effect on Purchase Decisions. (6) Price has positive and significant effect on Purchase Decision mediated by Trust (7) Online Customer Review has positive and significant effect on Purchase Decision mediated by Trust variable.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Harga (X1) dan Online Customer Review (X2) terhadap Keputusan Pembelian (Y) melalui Kepercayaan (Z) sebagai variabel mediasi pada pengguna Shopee. Metode penelitian yang digunakan adalah kuantitatif dengan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah masyarakat Kota Serang yang pernah melakukan pembelian pada Shopee minimal 2 kali. Sampel pada penelitian ini berjumlah 126 responden. Metode analisis yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4 Professional. Hasil penelitian menunjukkan bahwa: (1) Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (2) Online Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Harga berpengaruh positif dan signifikan terhadap Kepercayaan. (4) Online Customer Review berpengaruh positif dan signifikan terhadap Kepercayaan. (5) Kepercayaan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Kepercayaan mampu memediasi hubungan Harga terhadap Keputusan Pembelian. (7) Kepercayaan mampu memediasi hubungan Online Customer Review terhadap Keputusan Pembelian. | |||||||||
| Uncontrolled Keywords: | Price, Online Customer Review, Purchase Decision, Trust, Mediation. Harga, Online Customer Review, Keputusan Pembelian, Kepercayaan, Mediasi. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
|||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | Ms Izzatu Akmalia | |||||||||
| Date Deposited: | 08 Jan 2025 13:19 | |||||||||
| Last Modified: | 08 Jan 2025 14:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45072 |
Actions (login required)
 |
View Item |