Ayustina, Ronalda Patrika and , Ihwan Susila, S.E., M.Si, Ph.D (2021) Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Dengan Online Customer Review Sebagai Variabel Moderasi pada Produk Pond’s (Studi Pada Konsumen Mahasiswa Di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of product quality and price on purchasing decisions with online customer reviews as a moderating variable for pond's products. The research method used is a method with a quantitative approach used to examine a particular population or sample, namely student consumers who are in Surakarta. Sampling was carried out by non-probability sampling method with a total of 133 respondents and the data used were primary data in the form of a questionnaire. The data analysis used is hierarchical method regression analysis (hierarchical method). 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) Product quality has a positive and significant effect on purchasing decisions moderated by online customer reviews. (4) Price has a positive and significant effect on purchasing decisions moderated by online customer reviews.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Online Customer Reviews, Purchasing Decisions, Price, Product Quality. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RONALDA PATRIKA AYUSTINA |
| Date Deposited: | 06 Aug 2021 06:29 |
| Last Modified: | 06 Aug 2021 06:30 |
| URI: | http://eprints.ums.ac.id/id/eprint/92590 |
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