Analisis Pengaruh Kualitas Produk, Harga Dan Online Customer Review And Rating Terhadap Keputusan Pembelian Di Tokopedia (Studi Kasus di Universitas Muhammadiyah Surakarta)

Saputra, Andika Dwi and -, Zulfa Irawati, S.E., M.Si. (2021) Analisis Pengaruh Kualitas Produk, Harga Dan Online Customer Review And Rating Terhadap Keputusan Pembelian Di Tokopedia (Studi Kasus di Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality, price and online customer reviews on purchasing decisions. The research method used is a method with a quantitative approach used to examine certain populations or samples, namely students at the Muhammadiyah University of Surakarta. Sampling was done by non-probability sampling method with the number of respondents as many as 120 respondents and the data used was primary data in the form of a questionnaire. The data analysis method used was multiple regression analysis. The results of this study indicate that (1) product quality has a positive and significant effect on purchasing decisions. (2) price has a positive and significant effect on purchasing decisions. (3) online customer reviews and ratings have a positive and significant effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, Online Customer Reviews and Ratings, Purchasing Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANDIKA DWI SAPUTRA
Date Deposited:	16 Aug 2021 04:39
Last Modified:	16 Aug 2021 04:39
URI:	http://eprints.ums.ac.id/id/eprint/93489

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