Ningtyas, Hasri Devi Ayu (2024) PENGARUH RATING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DI APLIKASI SHOPEE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The development of digital technology has brought significant changes in behavior, especially in purchasing products. In Indonesia, marketplace applications such as Shopee have become the main choice for consumers to shop online. This phenomenon shows the huge potential of the digital market which will encourage business people to be more aggressive in attracting consumer attention. In the midst of intense competition, products in the skincare category really utilize important elements to influence purchasing decisions through ratings and online customer reviews. Business people see a big opportunity for feedback both through the rating feature and online customer reviews provided by previous users as a reference in making purchasing decisions. The formulation of the problem in this research is how ratings and online customer reviews influence skincare product purchasing decisions on the Shopee application. The theoretical basis of this research is Electronic Word Of Mouth (e-WOM). This research uses a quantitative approach, explanatory survey method. This research uses a sampling technique with a population of Serang city residents of 720,362 people and a sample of 100 respondents. The results of the variable percentage rating and online customer review (X) in the sub-chapter (E-Wom Quantity, E-Wom Quality And E-Wom Sender's Expertise) are 85.1% and for the results of the Purchase Decision percentage (Y) 85.7%. The results of the coefficient of determination test show that the influence of ratings and online customer reviews is 47.1% which is quite strong and the rest is influenced by other factors at 52.9%. And the results of the t-test and f-test are 0.000<0.05, which means that H0 is rejected and H1 is accepted.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perembangan teknologi digital telah membawa perubahan signifikan dalam berprilaku, terutama dalam pembelian produk. Di Indonesia aplikasi marketplace seperti shopee telah menjadi pilihan utama bagi konsumen untuk berbelanja secara online. Fenomena ini meujukan besarnya potensi pasar digital yang akan mendorong pelaku bisnis lebih agresif dalam menarik perhatian konumen. Di tengah persaingan yang ketat, produk dengan kategori skincare sangat memanfaatkan elemen penting bagi mempengaruhi keputusan pembelian melalui rating dan online customer review. Pelaku bisnis melihat peluang besar akan adanya feedback baik dari melalui fitur rating dan online customer review yang diberikan pengguna sebelumnya sebagai acuan dalam memutuskan pembelian. Rumusan masalah dalam penelitian ini yaitu bagaimana pengaruh rating dan online customer review terhadap keputusan pembelian produk skincare di aplikasi shopee. Landasan teori dari penelitian ini adalah electronic word of mouth (EWOM). Penelitian ini menggunakan pendekatan kuantitatif metode explanatory survey. Penelitian ini mennggnakan Teknik sampling dengan populasi warga kota Serang sebanyak 720.362 jiwa dan sample sebanyak 100 responden. Hasil dari presentase variable rating dan online customer review (X) pada sub bab (e-wom quantity, e-wom quality dan e-wom sender’s expertise) 85,1 % dan untuk hasil presentas Keputusan Pembelian (Y) 85,7%. Hasil uji koefisien determinasi menunjukan bahwa pengaruh rating dan online cutomer review sebesar 47,1% yang berpanguh cukup kuat san sisanya dipengaruhi oleh faktor lain sebesar 52,9%. Dan hasil uji-t dan uji-f 0,000<0,05 yang artinya H0 ditolak dan H1 diterima. | ||||||
| Uncontrolled Keywords: | Ratings and Online Customer Reviews, Purchasing Decisions, EWOM Rating Dan Online Customer Review, Keputusan Pembelian, EWOM | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Hasri Devi Ayu Ningtyas | ||||||
| Date Deposited: | 08 Sep 2025 06:13 | ||||||
| Last Modified: | 08 Sep 2025 06:13 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53718 |
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