Lumansik, Diva Klandy (2025) Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian di Tiktok Shop. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The increase and higher number of internet users in Indonesia has changed people's shopping patterns to tend to shop online. Tiktok developed the Tiktok shop feature, an online shopping platform that combines social media experience with e-commerce. However, in shopping online consumers cannot see the product directly and lack information about the product and seller, which creates doubts and has an impact on purchasing decisions. Online customer reviews and online customer ratings are features that can be used by consumers to obtain information as a consideration in deciding to buy a product. This study aims to analyze the effect of online customer reviews and online customer ratings on purchasing decisions at Tiktok shop. This type of research is quantitative with an associative approach. The population in this study are Tiktok shop users in Surabaya who have made purchases. The number of samples needed is 100 respondents. The sampling technique used purposive sampling. Data collection was carried out by distributing questionnaires in the form of google forms. The data was analyzed using multiple linear regression analysis to test the variable relationship. The t test results show that partially online customer reviews and online customer ratings have a positive and significant effect on purchasing decisions at Tiktok shop. The results of the F test show that simultaneously online customer reviews and online customer ratings have a positive and significant effect on purchasing decisions at Tiktok shop.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Diva Klandy Lumansik | ||||||||
| Date Deposited: | 22 Jan 2025 02:37 | ||||||||
| Last Modified: | 22 Jan 2025 02:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34269 |
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