Pengaruh Harga, Online Customer Review dan Promosi Terhadap Keputusan Pembelian pada Marketplace Shopee di Kalangan Mahasiswa di Surakarta

Widyawati, Dika and , Drs. Joko Suwandi, M.Pd. (2023) Pengaruh Harga, Online Customer Review dan Promosi Terhadap Keputusan Pembelian pada Marketplace Shopee di Kalangan Mahasiswa di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of price, online customer reviews and promotions on purchasing decisions on the Shopee marketplace. This type of research is quantitative with a correlational research design. The population in this study are Surakarta City students who are consumers or users of the Shopee marketplace. The sampling technique used purposive sampling so that a sample of 100 students was obtained. The data analysis technique used is multiple linear regression analysis, t test, F test, and test the coefficient of determination (R2). The results of this study indicate that partially and simultaneously the price variables, online customer reviews and promotions have a significant effect on purchasing decisions on the Shopee marketplace. These three variables contribute 66.4% to the purchasing decision.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Harga, Online Customer Review, Promosi, Keputusan Pembelian
Subjects:	L Education > L Education (General) L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	DIKA WIDYAWATI
Date Deposited:	20 Feb 2023 02:55
Last Modified:	20 Feb 2023 03:00
URI:	http://eprints.ums.ac.id/id/eprint/110139

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