Pinareswati, Arlina Dwi (2023) Pengaruh Online Customer Review, Rating, dan Brand Image terhadap Keputusan Pembelian Bawang Putih melalui Shopee di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing population accompanied by the need for garlic will continue to increase. This study was conducted to describe the characteristics of consumers who shop for garlic through Shopee in Surabaya, analyze the effect of online customer reviews on purchasing decisions for garlic through Shopee in Surabaya, analyze the effect of online customer ratings on purchasing decisions for garlic through Shopee in Surabaya, and analyze the effect of brand image on purchasing decisions for garlic through Shopee in Surabaya. Determination of the sample using purposive sampling, the criteria for respondents domiciled in Surabaya, have bought garlic through Shopee in Surabaya at least once in the last 6 months, and are aged 17 years and over. The number of respondents was determined using based on Cohen's table and obtained 50 respondents. Primary data collection using questionnaires and secondary data from related literature. This quantitative research uses descriptive analysis and SEM-PLS. The results showed that the characteristics of garlic consumers through Shopee in Surabaya are female, 27-31 years old, domiciled in East Surabaya, married, with a bachelor's degree, working as an entrepreneur, income of IDR 4,375,000-8,750,000 per month, and food expenditure of IDR 313,000-626,000 per month. Online customer reviews has a significant positive effect on the decision to purchase garlic through Shopee in Surabaya. Online customer rating has no effect on purchasing decisions for garlic through Shopee in Surabaya. Brand image has a significant positive effect on the decision to purchase garlic through Shopee in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Arlina Dwi Pinareswati | ||||||||||||
| Date Deposited: | 23 May 2023 06:28 | ||||||||||||
| Last Modified: | 23 May 2023 06:28 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13448 |
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