HOFIFAH, NENENG (2025) PENGARUH ONLINE CUSTOMER RATING DAN REVIEW TERHADAP PURCHASE DECISION MELALUI CUSTOMER TRUST (Studi Produk Facial Wash Pond’s di Shopee di Kecamatan Lebakgedong). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of customer trust mediation (Z) on online customer rating (X1) and online customer review (X2) on purchase decisions on Pond's Facial Wash products at Shopee in Lebakgedong District. The research method used is quantitative with a descriptive approach. This study collects data based on questionnaires and literature studies. The population in this study is the Lebakgedong District Community aged 19-35 years. The sample of this study amounted to 128 respondents using non-probability sampling techniques with purposive sampling and accidental sampling methods. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4.1.1.2 analysis tool. The results of the study show that: (1) Online Customer Rating has a positive and significant effect on Purchase Decision. (2) Online Customer Review has a positive but not significant effect on Purchase Decision. (3) Online Customer Rating has a positive and significant effect on Customer Trust. (4) Online Customer Review has a positive and significant effect on Customer Trust. (5) Customer Trust has a positive and significant effect on Purchase Decision. (6) Customer Trust has not been able to mediate Online Customer Rating on Purchase Decision. (7) Customer Trust is able to mediate Online Customer Review on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran mediasi customer trust (Z) pada online customer rating (X1) dan online customer review (X2) terhadap purchase decision pada produk Facial Wash Pond’s di Shopee di Kecamatan Lebakgedong. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah Masyarakat Kecamatan Lebakgedong berusia 19-35 tahun. Sampel penelitian ini berjumlah 128 responden menggunakan Teknik non-probability sampling dengan metode purposive sampling dan accidental sampling. Metode analisis data yang digunakan adalah Structural Euation Modelling (SEM) dengan alat analisis SmartPLS 4.1.1.2. Hasil penelitian menunjukkan bahwa: (1) Online Customer Rating berpengaruh positif dan signifikan terhadap Purchase Decision. (2)Online Customer Review berpengaruh positif tidak signifikan terhadap Purchase Decision. (3) Online Customer Rating berpengaruh positif dan signifikan terhadap Customer Trust. (4) Online Customer Review berpengaruh positif dan signifikan terhadap Customer Trust.(5) Customer Trust berpengaruh positif dan signifikan terhadap Purchase Decision.(6) Customer Trust belum mampu memediasi Online Customer Rating terhadap Purchase Decision. (7) Customer Trust mampu memediasi Online Customer Review terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Online Customer Rating, Online Customer Review, Customer Trust, Purchase Decision Online Customer Rating, Online Customer Review, Customer Trust, Purchase Decicion | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Neneng hofifah | |||||||||
| Date Deposited: | 26 Aug 2025 03:11 | |||||||||
| Last Modified: | 26 Aug 2025 03:11 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52737 |
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