Rika Restyana Ridwan, - (2023) PENGARUH ONLINE CUSTOMER REVIEW PADA PENGUNJUNG SITUS FEMALE DAILY TERHADAP PURCHASE INTENTION PRODUK KOSMETIK FOCALLURE. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Rika Restyana Ridwan (1800161) “Pengaruh Online Customer Review Pada Pengunjung Situs Female Daily Terhadap Purchase Intention Produk Kosmetik Focallure” di bawah bimbingan Prof. Dr. Hj. Ratih Hurriyati, M.P. dan Drs. Girang Razati, M.Si. Penelitian ini bertujuan untuk memperoleh gambaran dan Pengaruh online customer review pada pengunjung situs Female Daily terhadap purchase intention produk kosmetik Focallure. Penelitian ini menggunakan metode deskriptif dan verivikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 200.000 dengan sampel berjumlah 420 responden yang merupakan followers Instagram @focallurebeautyid dengan menggunakan teknik simple random sampling. Data diolah secara statistik dengan metode analisis regresi sederhana. Hasil temuan pada penelitian ini menemukan bahwa gambaran online customer review dan purchase intention pada kategori sangat baik. online customer review memiliki pengaruh positif dan signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa penerapan online customer review yang dilakukan Focallure akan mendorong purchase intention pada produk kosmetik Focallure. Kata Kunci: online customer review, purchase intention Rika Restyana Ridwan (1800161) " Influence Of Online Customer Reviews Of Female Daily Website Visitors On Purchase Intention Of Focallure Cosmetic Products " under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Drs. Girang Razati, M.Si. This study aims to obtain an overview and influence of online customer reviews of Female Daily website visitors on purchase intention of Focallure cosmetic products. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 200,000 with a sample of 420 respondents who were Instagram followers @focallurebeautyid using a simple random sampling technique. The data were processed statistically using a simple regression analysis method. The findings in this study found that the description of online customer reviews and purchase intentions were in the very good category. Online customer reviews have a positive and significant influence on purchase intention. These findings indicate that the implementation of online customer reviews conducted by Focallure will encourage purchase intentions of Focallure cosmetic products. Keywords: online customer review, purchase intention
| Item Type: | Thesis (S1) |
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| Additional Information: | ID Sinta Dosen Pembimbing: 5984336 RATIH HURRIYATI 5984831 GIRANG RAZATI |
| Uncontrolled Keywords: | online customer review, purchase intention |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Rika Restyana Ridwan |
| Date Deposited: | 29 Sep 2023 09:49 |
| Last Modified: | 29 Sep 2023 09:49 |
| URI: | http://repository.upi.edu/id/eprint/108196 |
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