RAHMATULLAH, NANA (2025) PENGARUH ONLINE CUSTOMERS RATING DAN FREE SHIPPING PROMOTION TERHADAP PURCHASE DECISIONS YANG DI MEDIASI OLEH BRAND TRUST (Studi Pada Pengguna Produk Sabun Pembersih Wajah Merek Gatsby Pada Mahasiswa di Perguruan Tinggi Negeri di Kota – Kabupaten Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to test, analyze and prove how Online Customers Rating and Free Shipping Promotion influence Purchasing Decisions on Gatsby brand facial cleanser soap products through Brand Trust as a mediating variable. The research method used is quantitative with a descriptive approach. This study collects data based on online questionnaires and library studies. The population in this study is the use of Gatsby facial cleanser soap products at state universities in Serang city and district with a sample of 180 with Purposive Sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4.0 analysis tool The results of this study indicate that (1)Online Customer Rating has a positive and significant effect on Purchasing Decisions. (2)Free Shipping Promotion has a positive and significant effect on Purchasing Decisions. (3)Online Customers Rating has a positive and significant effect on Brand Trust. (4)Free Shipping Promotion has a positive and significant effect on Brand Trust. (5)Brand Trust has a positive and significant effect on Purchasing Decisions. (6)Brand Trust is able to mediate the influence of Online Customers Rating on Purchasing Decisions. (7)Brand Trust is able to mediate the influence of Free Shipping Promotion on Purchasing Decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji dan menganalisis serta membuktikan bagaimana Online Customers Rating dan Free Shipping Promotion berpengaruh terhadap Purchase Decisions pada produk sabun Pembersih wajah merek Gatsby melalui Brand Trust sebagai variabel yang memediasinya. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner online, dan studi keperpustakaan. Populasi dalam penelitian ini pengguna produk sabun pembersih wajah Gatsby pada perguruan tinggi negeri di kota-kabupaten serang dengan sampel sejumlah 180 dengan penarikan Purposive Sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Hasil penelitian ini menunjukkan bahwa (1)Online Customers Rating berpengaruh positif dan signifikan terhadap Purchase Decisions. (2)Free Shipping Promotion berpengaruh positif dan signifikan terhadap Purchase Decisions. (3)Online Customers Rating berpengaruh positif dan signifikan terhadap Brand Trust. (4)Free Shipping Promotion berpengaruh positif dan signifikan terhadap Brand Trust. (5)Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decisions. (6)Brand Trust mampu memediasi pengaruh Online Customers Rating terhadap Purchase Decisions. (7)Brand Trust mampu memediasi pengaruh Free Shipping Promotion terhadap Purchase Decisions. | |||||||||
| Uncontrolled Keywords: | Online Customer Rating, Free Shipping Promotion, Brand Trust, and Purchasing Decisions. Online Customers Rating, Free Shipping Promotion, Brand Trust, dan Purchase Decisions. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr Rahmatullah Nana | |||||||||
| Date Deposited: | 20 Aug 2025 02:30 | |||||||||
| Last Modified: | 20 Aug 2025 02:30 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52197 |
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