CD Skripsi

Pengaruh Online Consumer Review Dan Rating Terhadap Kepercayaan Konsumen Dan Keputusan Pembelian Pada E-Commerce Shopee Di Pekanbaru

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ABSTRACT
This study aims to determine the Online Consumer Reviews and Ratings
on Consumer Trust and Purchase Decisions at Shopee E-commerce in Pekanbaru
City. The population in this study are consumers who have shopped online at
Shopee's e-commerce who live in Pekanbaru City, whose number is not known
with certainty.
Premiere data were collected using a questionnaire as an instrument to
prove the results of the study, to test the hypothesis in this study was to use the
path analysis method (path analysis) with the help of the SPSS program. The
sampling technique chosen was snowball sampling (105 people at Shopee site
customers in Pekanbaru City).
The results showed that: 1) Online Consumer Review has a positive and
significant effect on Consumer Trust in Shopee E-commerce in Pekanbaru City, 2)
Rating has a positive and significant effect on Consumer Trust in Shopee Ecommerce
in Pekanbaru City, 3) Online Cosumer Review has a positive and
significant effect on Purchasing Decisions at Shopee E-commerce in Pekanbaru
City, 4) Rating has a positive and significant effect on Purchasing Decisions at
Shopee E-commerce in Pekanbaru City, 5) Consumer Trust has a positive and
significant effect on Purchasing Decisions in E-commerce Shopee in Pekanbaru
City, 6) Online Consumer Review has a positive and significant effect on
Purchasing Decisions through Consumer Trust in Shopee E-commerce in
Pekanbaru City, 7) Rating has a positive and significant effect on Purchasing
Decisions through Consumer Trust in Shopee E-commerce in Pekanbaru City .
Keywords: Online Consumer Reviews, Ratings, Consumer Confidence and
Purchasing Decisions.
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 120 (0126)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi dan Bisnis – Manajemen., 2020

Deskripsi Fisik

xii, 29 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 120 (0126)

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

Daus

Versi lain/terkait

Lampiran Berkas

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