PENGARUH HARGA, ONLINE CUSTOMER REVIEW, KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN PEMBAYARAN SHOPEE PAYLATER DI KOTA MADIUN

Rohmah, Solikah Nur (2024) PENGARUH HARGA, ONLINE CUSTOMER REVIEW, KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN PEMBAYARAN SHOPEE PAYLATER DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This Research aims to empirically prove the influence of price, online customer reviews, service quality and brand image on purchasing decisions using Shopee paylater payments in Madiun City. The method used in this research is a quantitative method with the Smart-PLS 3.0 analysis tool. The partial research result show that the variable price, online customer reviews, service quality and brand image have a positive and significant effect on purchasing decisions using Shopee Paylater payments in Madiun City. The online customer reviews variable has no influence on purchasing decisions using Shopee PayLater payments in Madiun City. Meanwhile, simultaneously the price variable, online customer reviews, service quality and brand image have a positive and significant effect on purchasing decisions using Shopee PayLater payments in Madiun City.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Price, Online Customer Reviews, Service Quality, Brand Image, Purchase Decisions.
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ROHMAH NUR SOLIKAH
Date Deposited: 07 Oct 2024 05:52
Last Modified: 07 Oct 2024 05:52
URI: http://eprint.unipma.ac.id/id/eprint/2345

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