PENGARUH ADVERTISING ATTRACTIVENESS, INFLUENCER, DAN ONLINE CUSTOMER REVIEW TERHADAP BUYING DECISION PADA APLIKASI RUANGGURU DI DKI JAKARTA

ARYA SUKMA WIJAYA, . (2025) PENGARUH ADVERTISING ATTRACTIVENESS, INFLUENCER, DAN ONLINE CUSTOMER REVIEW TERHADAP BUYING DECISION PADA APLIKASI RUANGGURU DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text Cover.pdf Download (2MB)
	Text BAB 1.pdf Download (446kB)
	Text BAB 2.pdf Restricted to Registered users only Download (414kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (366kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (620kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (341kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (300kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengkaji sejauh mana pengaruh advertising attractiveness, influencer marketing, online customer review terhadap keputusan pembelian (buying decision) layanan aplikasi Ruangguru di wilayah DKI Jakarta. Metode yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 170 responden. Data dianalisis menggunakan SPSS versi 29 dengan teknik analisis regresi linear berganda, Uji t untuk melihat pengaruh masing-masing variabel secara parsial, Uji F untuk mengetahui pengaruh secara simultan, serta Uji Koefisien Determinasi untuk mengukur kontribusi variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa ketiga variabel independen tersebut secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian aplikasi Ruangguru, dengan nilai koefisien determinasi (R²) sebesar 0,869 atau 86,9%. Temuan ini mengindikasikan bahwa gabungan dari advertising attractiveness, influencer marketing, dan online customer review secara substansial mampu menjelaskan variasi dalam keputusan pembelian, sehingga ketiganya menjadi faktor penting dalam strategi pemasaran digital untuk layanan edukasi berbasis aplikasi. Kata Kunci: advertising attractiveness, buying decision, online customer review, dan influencer marketing. **** This study aims to examine the extent to which advertising attractiveness, influencer marketing, and online customer reviews influence the buying decision for the Ruangguru application in the DKI Jakarta area. A quantitative approach was employed, with data collected through questionnaires distributed to 170 respondents. The data were analyzed using SPSS version 29, utilizing multiple linear regression analysis, t-tests to assess the partial effects of each independent variable, F-tests to examine simultaneous effects, and the coefficient of determination (R²) to measure the contribution of independent variables to the dependent variable. The results indicate that all three independent variables—advertising attractiveness, influencer marketing, and online customer reviews—have a positive and significant impact on purchasing decisions, both individually and collectively, with a high coefficient of determination (R²) value of 0.869 or 86.9%. These findings suggest that the combination of these three factors substantially explains the variation in buying decisions, highlighting their critical role in digital marketing strategies for app-based educational services. Keywords: advertising attractiveness, buying decision, online customer review, and influencer marketing.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd. ; 2). Annisa Lutfia, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Arya Sukma Wijaya .
Date Deposited:	29 Oct 2025 02:40
Last Modified:	29 Oct 2025 02:40
URI:	http://repository.unj.ac.id/id/eprint/60652

Actions (login required)

View Item