YOHANES, MUHAMMAD RICKI (2020) ONLINE CUSTOMER REVIEW DAN SALES PROMOTION PADA MARKETPLACE BUKALAPAK. Undergraduate thesis, UPN"VETERAN" JATIM.
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Abstract
The sophistication of information technology has changed many things, ranging from aspects of communication, economics, to buying and selling activities. In today's digital age, consumers are starting to feel comfortable using e-commerce because only utilizing the internet network, buying and selling activities can be done anytime and anywhere anywhere. This makes the competition very competitive between e-commerce. So that e-commerce is required to not only give convenience in shopping online but have to make shopping online efficiently so that consumers can be encouraged to make decisions purchase. Therefore, this study aims to determine the effect of online customer review and sales promotion on purchasing decisions. The population in this study are consumers who have shopped on Bukalapak e-commerce and the sample used was 99 respondents. The sampling method used is non-probability with the technique of purposive sampling, ie the sample is selected based on the established criteria researcher. The analysis technique used is Partial Least Square (PLS). The results of this study indicate that the Online Customer Review contribute to the Purchase Decision. Getting better online customer reviews are given, the level of consumer purchasing decisions will be more increasing. While the results of Sales Promotion research provide contribution to the Purchase Decision. The higher the sales promotion, the offered by Bukalapak, the level of consumer purchasing decisions will increase increased. Keywords: Online Customer Review, Sales Promotion, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 14 Jun 2021 07:32 | ||||||||
| Last Modified: | 14 Jun 2021 07:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1948 |
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