PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN HIJAB BELSHOUSE DI APLIKASI SHOPEE MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Masyarakat Di Kota Madiun)

Prima, Gressinda Clarita (2024) PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN HIJAB BELSHOUSE DI APLIKASI SHOPEE MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Masyarakat Di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The aim of this research is to empirically prove the influence of online customer reviews and influencer marketing on purchasing decisions for the Belshouse Hijab on the Shopee application through purchase interest as an intervening variable (Empirical Study of Communities in Madiun City). This research is a quantitative study with a sample size of 384 people. The sampling method is using limeshow samples. Data collection uses a questionnaire distributed via Google Form. The data analysis technique uses test equipment in the form of SmartPLS software version 4.0 The results of this research show that: (1) Online customer reviews influence purchasing decisions; (2) Influencer marketing has no influence on purchasing decisions; (3) Online customer reviews influence purchasing interest; (4) Influencer marketing has no effect on purchasing interest; (5) Purchase interest influences purchasing decisions; (6) Online customer reviews influence purchasing decisions through purchasing interest; (7) Influencer marketing has no influence on purchasing decisions through purchase interest. Keywords: Online Customer Reviews, Influencer Marketing, Purchase Decisions and Purchase Intentions

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Additional Information: Tujuan dalam penelitian ini adalah untuk untuk membuktikan secara empiris mengenai Pengaruh Online Customer Review dan Influencer Marketing terhadap keputusan pembelian Hijab Belshouse di aplikasi Shopee melalui minat beli sebagai variabel intervening (Studi Empiris Pada Masyarakat di Kota Madiun). Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 384 orang. Metode pengambilan sampel yaitu menggunakan sampel limeshow. Pengambilan data menggunakan kuesioner dengan penyebaran melalui google form. Teknik analisis data menggunakan alat uji berupa software SmartPLS versi 4.0
Kata Kunci: Online Customer Review, Influencer Marketing, Keputusan Pembelian Dan Minat Beli
Subjects: A Social Sciences > H Social Sciences (General)
A Social Sciences > HA Statistics
A Social Sciences > HJ Public Finance
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: GRESSINDA CLARITA PRIMA
Date Deposited: 16 Oct 2024 07:12
Last Modified: 16 Oct 2024 07:12
URI: http://eprint.unipma.ac.id/id/eprint/2419

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