CD Skripsi

PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN DAN KEPERCAYAAN SEBAGAI VARIABEL MODERASI PADA APLIKASI SHOPEE DI PEKANBARU

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This research aims to determine the influence of online customer reviews
and ratings on purchasing decisions and trust as a moderating variable in the
Shopee application in Pekanbaru. The population in this study were Pekanbaru
city residents who had shopped online using the Shopee application with a sample
size of 126 respondents aged at least 17 years. The sample collection technique in
this research is Non-Probability Sampling. Data analysis in this research was
SEM-PLS using SmartPLS 4.0 software.
The results of this research show that: (1) Online Customer Reviews
influence Purchasing Decisions; (2) Ratings have no influence on purchasing
decisions; (3) Online Consumer Reviews have no effect on trust; (4) Ratings
influence trust; (5) Consumer trust influences purchasing decisions; (6) trust does
not mediate the relationship between online consumer reviews and purchasing
decisions; (7) trust does not mediate the relationship between ratings and
purchasing decisions
Kata Kunci: Online Customer Reviews, Ratings, Consumer Trust, purchasing
decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1702122872

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1702122872

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

GUNTUR

Versi lain/terkait

Lampiran Berkas

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