Hanif, Sammy (2026) PENGARUH ONLINE CUSTOMER REVIEW DAN PERSEPSI HARGA TERHADAP MINAT BELI SUDUT KEDAI DI METLAND TRANSYOGI. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the influence of online customer reviews and price perceptions on Sudut Kedai customers’ purchase intent at Metland Transyogi. The decline in sales experienced by Sudut Kedai serves as the starting point for the hypothesis that online customer reviews, as well as consumers’ perceptions of price, contribute to purchasing decisions. The study employed a quantitative approach by distributing questionnaires to individuals who had read Sudut Kedai reviews online; the data were then analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that both online customer reviews and price perception have a positive and significant effect on purchase intent. Reviews that are credible, informative, and reflect other customers’ positive experiences have been shown to build trust among potential customers, while prices perceived as commensurate with the product’s quality and benefits also drive interest in purchasing. These findings underscore the importance for Sudut Kedai to actively manage customer reviews and maintain fair pricing as a strategy to strengthen purchase intent amid increasingly fierce competition in the culinary industry.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Sammy hanif | ||||||||
| Date Deposited: | 22 Oct 2026 08:13 | ||||||||
| Last Modified: | 23 Oct 2026 05:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61111 |
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