Pengaruh Online Customer Review, Rating Dan Kepercayaan Terhadap Keputusan Pembelian Pada Marketplace

Rahmawati, Desi Tiya and , Ihwan Susila, S.E., M.Si., Ph.D. (2022) Pengaruh Online Customer Review, Rating Dan Kepercayaan Terhadap Keputusan Pembelian Pada Marketplace. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze the effect of online customer reviews, ratings, trust on purchasing decisions on the Marketplace. This research method is a multiple regression analysis method with a quantitative approach based on the answers to the questionnaire given to the respondents. The population or research object is the customer on the marketplace site in Surakarta and the sample taken is 100 respondents. The analysis method in this study uses descriptive analysis, classical assumption test (normality, multicollinearity and heteroscedasticity), multiple linear regression analysis, t test, F test and the coefficient of determination R2. Based on the research conducted, it shows that the test results have been obtained that the online customer review variable has no positive and significant influence on purchasing decisions. However, the rating and trust variables show a positive and significant influence on purchasing decisions on the marketplace.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	online customer review, rating, trust, purchase decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DESI TIYA RAHMAWATI
Date Deposited:	27 Jul 2022 04:02
Last Modified:	27 Jul 2022 04:02
URI:	http://eprints.ums.ac.id/id/eprint/101988

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