Hayati, Syakirotul (2026) PENGARUH SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DAPOER INTAN PADA MARKETPLACE DI WILAYAH JABODETABEK. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this research is to determine and analyze the influence of social media marketing, online customer reviews, and online customer ratings on purchasing decisions for Dapoer Intan product on marketplaces, especially in the Jabodetabek area. The method used is a quantitative approach with an associative research type. Data collection was carried out through questionnaires with a purposive sampling technique. The sample for this study consisted of 165 respondents who were aged 17-50 years old, resided in Jabodetabek, and had made purchases Dapoer Intan product through marketplaces. Multiple linear regression analysis was used using SPSS version 31 software to analyze the research results. The results of the study indicate that simultaneously, social media marketing, reviews, and online ratings have a positive and significant effect on purchasing decisions. When viewed partially, it is known that social media marketing and online customer reviews have a significant positive effect on purchasing decisions, but online customer ratings have a non-significant positive effect on purchasing decisions. Keywords: Purchase Decision, Social Media Marketing, Online Customer Review, Online Customer Rating.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Hayati Syakirotul | ||||||||
| Date Deposited: | 07 May 2026 06:59 | ||||||||
| Last Modified: | 07 May 2026 07:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51621 |
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