SKRIPSI MBS

Pengaruh Fitur Online Customer Review, E-Service Quality, Dan Keragaman Produk Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi Kasus Pada Pengguna Shopee Di Kecamatan Kedunggalar Ngawi)

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ABSTRACT

This study aims to analyze the effect of online customer review features, e-service
quality, and product diversity on purchasing decisions in the shopee marketplace. This type

of research used is quantitative research. In this study, the sampling technique used was non-
probability sampling and the sampling used was purposive sampling. The number of samples

used is as many as 100 respondents. Methods of data collection using online questionnaires
using google form. The method of data analysis in this study used multiple linear regression
analysis. Data processing using SPSS (Statistical Package for Social Sciences) version 23.
This research consists of three variables, namely the dependent variable (X) and the
independent variable (Y). The dependent variable in this study is purchasing decisions, while
the independent variables are online customer reviews, e-service quality, and product
diversity. The results of this study indicate that online customer review has a significant effect
on purchasing decisions, e-service quality has no significant effect on purchasing decisions,
and product diversity has a significant effect on purchasing decisions.

Keywords: Online Customer Review, E-service Quality, Product Diversity, Purchase
Decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DYA p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 94 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dyah Rismawati

Versi lain/terkait

Lampiran Berkas

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