GDL

The Influence of Online Customer Review on Purchase Decision through the Marketplace Shopee in Bandung City

Tugas Akhir, 034 / 2021 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-04-26 11:47:49
Oleh : Amellia Khairunnisa - 185211037 (Aillemakhairun@gmail.com)
Dibuat : 2023-04-26, dengan 4 file

Keyword : Online Customer Review, Keputusan Pembelian, Marketplace
Subjek : Online Customer Review, Purchase Decision, Marketplace

Kini kehidupan umat manusia tidak lepas dengan peran internet didalamnya, termasuk juga dalam aktifitas jual-beli. Dalam penelitian ini, peneliti memiliki tujuan dalam mengetahui pengaruh Online Customer Review terhadap keputusan pembelian melalui marketplace Shopee. Penelitian ini dilatarbelakangi oleh perbedaan penilaian produk antara aktifitas jual-beli secara offline dan online. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kuantitatif. Adapun teknik pengambilan sampel yang digunakan ialah teknik non-probability sampling dengan metode purposive sampling. Pada penelitian ini, berbagai metode analisis telah peneliti gunakan diantaranya uji validitas & reliabilitas, uji normalitas, uji linear, uji heterosdeskisitas, uji deskriptif statistik, uji analisis linear sederhana, uji t, dan uji koefisien (R2). Pengujian ini dibantu oleh software SPSS 22. Dari hasil uji t hitung, didapatkan t hitung senilai 11,658 yang mana hasil ini lebih besar dibandingkan t tabel 1,987. Untuk itu didapatkan kesimpulkan bahwa H0 ditolak, dan Ha diterima. Hal ini berarti adanya pengaruh yang positif dan signifikan antara Online Customer Review (X) terhadap Keputusan Pembelian (Y). Adapun hasil uji deskriptif statistic membuktikan dimensi Kredibel menjadi dimensi Online Customer Review yang paling berpengaruh terhadap Keputusan Pembelian. Berdasarkan uji koefisien determinasi, didapatkan R square senilai 0,581. Hal ini berarti variabel X (Online Customer Review) memilliki kontribusi sebesar 58,1% terhadap variabel Y (Keputusan Pembelian). Sementara itu 41,9% diterangkan oleh faktor-faktor lain yang tidak diteliti pada penelitian ini. Kata Kunci: Online Customer Review, Keputusan Pembelian, Marketplace.

Deskripsi Alternatif :

Now human life cannot be separated from the role of the internet in it, including in buying and selling activities. This study aims to determine the effect of Online Customer Review on purchasing decisions through the Shopee marketplace. This research is motivated by differences in product assessment between offline and online buying and selling activities. This research is a descriptive research with a quantitative approach. The sampling technique used is non-probability sampling technique with purposive sampling method. The analytical methods used include validity & reliability tests, normality tests, linear tests, heteroscedasticity tests, statistical descriptive tests, simple linear analysis tests, t tests, and coefficient tests (R2). The test was carried out using SPSS 22. From the results of the t-test, it was found that the t-count was 11.658, which is greater than the t-table of 1.987. Therefore, it can be concluded that H0 is rejected, and Ha is accepted. This means that there is a positive and significant influence between Online Customer Review (X) on Purchase Decisions (Y), and the Credible dimension being the Online Customer Review dimension that has the most influence on Purchase Decisions. Based on the results of the coefficient of determination test, obtained R square worth 0.581. This means that the variable X (Online Customer Review) has a contribution of 58.1% to the variable Y (Purchase Decision). Meanwhile, the remaining 41.9% is explained by other factors not examined in this study. Keywords: Online Customer Review, Purchase Decision, Marketplace.

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