Skripsi

PENGARUH ONLINE REVIEW DAN ONLINE RATING TERHADAP KEPUTUSAN PEMBELIAN DI OFFICIAL STORE MADAM GIE DI E-COMMERCE SHOPEE (STUDI KASUS PADA GENERASI Z DI KOTA PALEMBANG)

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This study aims to determine the influence of online reviews and online ratings on purchasing decisions at the Official Store of Madame Gie on Shopee among Generation Z consumers in Palembang. The sampling technique used is non-probability sampling. The sample consists of 100 Generation Z respondents from Palembang who have previously purchased products from Madame Gie's Official Store on Shopee. This study uses a quantitative approach with primary data collected through questionnaires. Data analysis was performed using multiple linear regression. The results indicate that online reviews and online ratings have a positive and significant influence, both partially and simultaneously on purchasing decisions at Madame Gie's Official Store on Shopee.

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Detail Information

Series Title

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Call Number

T1620592024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xii, 70 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Manajemen pemasaran
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

MURZ

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