PENGARUH ONLINE CUSTOMER REVIEWS TERHADAP PURCHASE INTENTION (Survei pada Pengunjung Website Blibli di Indonesia)

Ririe Novianty, - (2020) PENGARUH ONLINE CUSTOMER REVIEWS TERHADAP PURCHASE INTENTION (Survei pada Pengunjung Website Blibli di Indonesia). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Persaingan industri e-commerce pada saat ini semakin tinggi, dapat dilihat dari turunnya purchase intention. Purchase intention merupakan hal yang penting bagi perusahaan yang tidak bisa diabaikan. Meningkatkan purchase intention pada diri konsumen perusahaan harus memperhatikan kualitas produk, harga produk, dan meningkatkan berbagai strategi perusahaan, salah satunya meningkatkan online customer reviews. Penelitian ini bertujuan untuk mengetahui gambaran online customer reviews pada pengunjung website Blibli di Indonesia, mengetahui gambaran purchase intention pada pengunjung website Blibli di Indonesia, dan memperoleh temuan besarnya pengaruh online customer reviews terhadap purchase intention pada pengunjung website Blibli di Indonesia. Jenis penelitian yang digunakan adalah deskriptif eksplanatif, dan metode yang digunakan adalah metode survei menggunakan teknik simple random sampling dengan jumlah sampel 400 responden. Teknik analisis data yang digunakan adalah analisis jalur dengan alat bantu software komputer SPSS 22.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran online customer reviews dalam kategori baik, gambaran purchase intention dalam kategori baik, variabel online customer reviews yang memiliki pengaruh tinggi terhadap purchase intention adalah dimensi kredibilitas sumber, sedangkan dimensi yang memiliki pengaruh terendah adalah kualitas argumen. Berdasarkan hasil penelitian purchase intention dipengaruhi oleh online customer reviews dengan kategori kuat dan pengaruh dari luar yang tidak diteliti juga dengan kategori sedang. Kata kunci: Online customer reviews, online reviews, purchase intention ABSTRACK Ririe Novianty (1601332), "The Effect of Online Customer Reviews on Purchase intention (Survey on Website Blibli in Indonesia)". Under the guidance of Prof. Dr. H. Agus Rahayu, M.P and Drs. H. Rd. Dian Herdiana Utama, M.Si. E-commerce industry competition at this time is increasingly high, can be seen from the decline in purchase intention. Purchase intention is important for companies that cannot be ignored. Increasing the purchase intention of the consumer company must pay attention to product quality, product prices, and improve various corporate strategies, one of which is increasing online customer reviews. This study aims to determine the description of online customer reviews on Blibli website visitors in Indonesia, knowing the description of purchase intentions on Blibli website visitors in Indonesia, and to find the magnitude of the influence of online customer reviews on purchase intention on Blibli website visitors in Indonesia. This type of research is descriptive explanative, and the method used is a survey method using a simple random sampling technique with a sample size of 400 respondents. Data analysis technique used is path analysis with SPSS 22.0 for Windows computer software. The findings of this study indicate that the description of online customer reviews is in the good category, the description of purchase intention in the good category, the variable online customer reviews that has a high influence on purchase intention is the source credibility dimension, while the dimension that has the lowest influence is the quality of the argument. Based on the results of research purchase intention is influenced by online customer reviews with a strong category and external influences that are not examined also with the medium category. Keywords: Online customer reviews, online reviews, purchase intention.

Item Type: Thesis (S1)
Uncontrolled Keywords: Online customer reviews, online reviews, purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Ririe Novianty
Date Deposited: 26 Oct 2020 04:16
Last Modified: 26 Oct 2020 04:16
URI: http://repository.upi.edu/id/eprint/56802

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