Adhara, Linc Bellatrix (2025) Pengaruh Promosi, Online Customer Review, dan Persepsi Online Customer Rating Terhadap Keputusan Menggunakan Aplikasi Tokopedia di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of internet technology and e-commerce businesses has transformed consumer shopping behavior. This study aims to analyze the influence of promotion, online customer reviews, and perceptions of online customer ratings on the decision to use the Tokopedia application in Surabaya. These three variables were chosen due to their strong relevance in influencing user decisions, which are directly related to user experience and trust in using e-commerce applications. This research adopts a quantitative approach with a sample size of 105 respondents. Data collection was carried out by distributing questionnaires to Tokopedia application users. The sample was obtained using the convenience sampling method and analyzed using the Partial Least Squares (PLS) method. The results show that promotion, online customer reviews, and perceptions of online customer ratings have a positive and significant contribution to usage decisions. These findings indicate that users in Surabaya tend to consider aspects such as promotions, other users’ reviews, and app ratings before deciding to use the Tokopedia application.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | LINC BELLATRIX ADHARA | ||||||||
| Date Deposited: | 19 Jun 2025 03:33 | ||||||||
| Last Modified: | 19 Jun 2025 03:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38598 |
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