Eva Fauziah, - (2023) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION INVOLVEMENT PADA WISATAWAN YANG BERKUNJUNG KE COFFEE SHOP DI BRAGA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh dari Online Customer Review terhadap Purchase Decision Involvement pada wisatawan yang berkunjung ke coffee shop yang ada di Kawasan Braga Bandung. Dalam penelitian ini menggunakan variabel bebas (X) yaitu Online Customer Review yang terdiri dari dimensi diantaranya volume, valence, helpfulness, dan perceived enjoyment, serta yang menjadi variabel terikat (Y) adalah Purchase Decision Involvement. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode explanatory survey. Data dalam penelitian ini menggunakan data primer dengan pengambilan sampel sebanyak 300 responden yaitu wisatawan yang pernah berkunjung ke coffee shop di Kawasan Braga Bandung pada saat berwisata. Teknik analisis data yang digunakan adalah regresi linear berganda dengan menggunakan bantuan program perhitungan statistik. Dalam penelitian ini volume memperoleh penilaian tertinggi, sedangkan helpfulness memperoleh nilai terendah. Hasil penelitian menunjukan bahwa secara bersama-sama dan terpisah variabel Online Customer Review memberikan pengaruh yang signifikan terhadap Purchase Decision Involvement pada coffee shop di Braga Bandung. Kata Kunci : Online Customer Review, Purchase Decision Involvement, Coffee Shop Braga Bandung This study aims to find out how the influence of Online Customer Reviews on Purchase Decision Involvement of tourists visiting coffee shops in the Braga area, Bandung. In this study, the independent variable (X) was used, namely Online Customer Review which consisted of dimensions including volume, valence, usefulness, and perceived pleasure, and the dependent variable (Y) was Purchase Decision Involvement. The type of research used is descriptive and verification using explanatory survey methods. The data in this study used primary data by taking a sample of 300 respondents, namely tourists who had visited a coffee shop in the Braga area of Bandung while traveling. The data analysis technique used is multiple linear regression with the help of statistical calculation programs. In this study, volume received the highest rating, while usefulness received the lowest score. The results of the study show that together and separately the Online Customer Review variables have a significant influence on Purchase Decision Involvement at coffee shops in the Braga, Bandung. Keywords: Online Customer Review, Purchase Decision Involvement, Braga Coffee Shop Bandung
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA DOSEN PEMBIMBING: Gita Siswhara : 5978179 Andreas Suwandi : 6681654 |
| Uncontrolled Keywords: | Online Customer Review, Purchase Decision Involvement, Coffee Shop Braga Bandung |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Eva Fauziah |
| Date Deposited: | 26 Sep 2023 09:25 |
| Last Modified: | 26 Sep 2023 09:25 |
| URI: | http://repository.upi.edu/id/eprint/108267 |
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