Serli, RA. Nadia Triyana (2026) Pengaruh Promosi, Online Customer Review, dan Harga Terhadap Keputusan Pembelian Generasi Z Pada Belia Cosmetic di Marketplace Shopee (Studi Pada Konsumen Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of promotion, online customer reviews, and price on the purchasing decisions of Generation Z at Belia Cosmetic on the Shopee marketplace (a study of consumers in Surabaya). This research is motivated by the increasing competition in the cosmetic industry on marketplaces as well as the increasingly selective behavior of Generation Z before making purchasing decisions. The study employs a quantitative method with an associative approach. The sample consists of 100 respondents selected using simple random sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, as well as t-tests and F-tests. The results show that simultaneously, the F-test yields an F-value of 299.555 with a significance level of < 0.001, indicating that promotion, online customer reviews, and price have a positive and significant effect on purchasing decisions. Partially, promotion has a t-value of 3.024 with a significance of 0.003, online customer reviews have a t-value of 4.805 with a significance of < 0.001, and price has a t-value of 3.461 with a significance of < 0.001. Thus, it can be concluded that all independent variables have a partial effect on the dependent variable. The coefficient of determination (R²) is 0.903, indicating that 90.3% of the variation in purchasing decisions can be explained by these variables. Online customer reviews are the most dominant factor influencing the purchasing decisions of Generation Z at Belia Cosmetic on the Shopee marketplace. Keywords: Promotion, Online Customer Review, Price, Purchasing Decision, Generation Z.
| 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 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: | Ra Nadia Triyana Serli | ||||||||
| Date Deposited: | 13 May 2026 03:59 | ||||||||
| Last Modified: | 13 May 2026 03:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51695 |
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