Pamungkas, Bimo Aji (2025) PENGARUH REPUTASI PENJUAL, ONLINE CUSTOMER RATING DAN PROGRAM GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PADA E- COMMERCE LAZADA DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa TImur.
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Abstract
The development of digital commerce in Indonesia has encouraged increased transaction activity on e-commerce platforms, including Lazada, which is widely used by urban communities in Surabaya. Consumer purchasing decisions in e-commerce are influenced by various factors, especially the seller's reputation, online customer ratings, and the free shipping program offered. This research was conducted to determine the influence of these three factors on consumer purchasing decisions on the Lazada platform in Surabaya. This research uses a quantitative approach with a survey method of 120 active Lazada user respondents. Data was collected through a questionnaire using a 1–5 Likert scale and analyzed using Partial Least Square (PLS) via SmartPLS 3.0 software to test validity, reliability and relationships between research variables. The research results show that seller reputation, online customer ratings, and free shipping programs have a positive and significant effect on purchasing decisions. The R² value of 0.668 indicates that these three variables are able to explain 66.8% of the variation in consumer purchasing decisions. These findings confirm that the higher the seller's reputation, the better the customer assessment, and the more attractive the free shipping program, the greater the consumer's tendency to make purchases on the Lazada platform.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Bimo Bimo Aji Pamungkas | ||||||||
| Date Deposited: | 02 Dec 2025 07:23 | ||||||||
| Last Modified: | 02 Dec 2025 07:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47444 |
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