PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE. (STUDI PADA SANTRI YAYASAN SHOLIHIYYAH)

Yulianti, Afifah (2021) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE. (STUDI PADA SANTRI YAYASAN SHOLIHIYYAH). Undergraduate thesis, Universitas Stikubank.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, viral marketing dan online customer review terhadap keputusan pembelian online shopee. Populasi dalam penelitian ini adalah pelanggan Shopee. Metode penelitian yang digunakan adalah purposive sampling. Sampel yang digunakan adalah 100 responden dengan metode pengumpulan data primer menggunakan kuesioner. Analisis data menggunakan uji instrumen, analisis linier berganda dan uji imodel. Hasil penelitian membuktikan bahwa kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian, persepsi harga berpengaruh signifikan terhadap keputusan pembelian, Viral imarketing berpengaruh signifikan terhadap keputusan pembelian. Online customer review berpengaruh signifikan terhadap keputusan pembelian. This study aims to analyze the effect of product quality, price perception, viral marketing and online customer review on shopee online purchasing decisions. The population in this study are Shopee customers. The research method used is purposive sampling. The sample used was 100 respondents with the primary data collection method using a questionnaire. Data analysis used instrument test, multiple linear analysis and model test. The results of the study prove that product quality has no significant effect on purchasing decisions, price perceptions have a significant effect on purchasing decisions, Viral imarketing has a significant effect on purchasing decisions. Online customer review has a significant effect on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1878 NIM.17.05.51.0279
Uncontrolled Keywords:	Kualitas produk, Persepsi harga, Viral marketing, Online customer review, Keputusan pembelian
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis > Program Studi Manajemen
Depositing User:	Farida Sri Endaryani
Date Deposited:	04 Jan 2022 04:06
Last Modified:	04 Jan 2022 04:06
URI:	https://eprints.unisbank.ac.id/id/eprint/8310

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