Neng Dini Alawiyah, - (2024) PENGARUH ULASAN PELANGGAN ONLINE TERHADAP MINAT BELI MELALUI KEPERCAYAAN ELEKTRONIK: Survei terhadap Generasi Z pada Followers Shopee Xiaomi Official Store. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh ulasan pelanggan online terhadap minat beli melalui kepercayaan elektronik pada generasi Z followers Shopee Xiaomi Official Store di Pulau Jawa, Sumatera, Kalimantan dan Sulawesi. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 360 responden. Teknik analisis penelitian ini adalah analisis Regresi Linear Berganda dengan Variabel Mediasi dengan menggunakan program SPSS versi 26.0 for Windows. Hasil temuan pada penelitian ini menemukan bahwa gambaran ulasan pelanggan online, kepercayaan elektronik, minat beli berada pada kategori baik. Temuan penelitian ini menunjukkan bahwa pengaruh tidak langsung ulasan pelanggan online masih memperoleh besaran pengaruh yang lebih rendah terhadap minat beli, dibandingkan pengaruh langsung. Berdasarkan hasil penelitian, peneliti merekomendasikan agar toko smartphone Xiaomi di Shopee dapat meningkatkan, mengelola, dan memaksimalkan keberadaan ulasan pelanggan online melalui perceived helpfulness, usefulness, social impact, benefit gaining, dan source credibility. This study aims to obtain an overview and examine the influence of online customer reviews on purchase intention through electronic trust among Generation Z followers of the Shopee Xiaomi Official Store in Java, Sumatra, Kalimantan, and Sulawesi. The research employs a descriptive and verificative approach. The method used is simple random sampling with a sample size of 360 respondents. The analysis technique applied in this research is Multiple Linear Regression with Mediation Variables, using SPSS version 26.0 for Windows. The findings of this study reveal that online customer reviews, electronic trust, and purchase intention are generally categorized as good. The research findings indicate that the indirect influence of online customer reviews on purchase intention is lower compared to the direct influence. Based on the results, the researcher recommends that Xiaomi smartphone stores on Shopee enhance, manage, and maximize the presence of online customer reviews by focusing on perceived helpfulness, usefulness, social impact, benefit gaining, and source credibility.
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S_MBS_1902158_Title.pdf Download (1MB) |
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S_MBS_1902158_Chapter1.pdf Download (374kB) |
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S_MBS_1902158_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=SNCebqUAAAAJ ID SINTA Dosen Pembimbing: Ratih Hurriyati: 5984336 Girang Razati: 5984831 |
| Uncontrolled Keywords: | Kepercayaan Elektronik, Minat Beli, Ulasan Pelanggan Online E-trust, Online Customer Reviews, Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Neng Dini Alawiyah |
| Date Deposited: | 03 Dec 2024 06:36 |
| Last Modified: | 03 Dec 2024 06:36 |
| URI: | http://repository.upi.edu/id/eprint/129015 |
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