PENGARUH ONLINE REVIEW CUSTOMER TERHADAP MINAT BELI KONSUMEN PADA PRODUK BUSANA BRAND BYARRA

DINDA MUTIA, . (2025) PENGARUH ONLINE REVIEW CUSTOMER TERHADAP MINAT BELI KONSUMEN PADA PRODUK BUSANA BRAND BYARRA. Sarjana thesis, Universitas Negeri Jakarta.

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Abstract

Penelitian ini memiliki tujuan untuk mengkaji pengaruh ulasan pelanggan secara daring terhadap minat beli konsumen pada produk fesyen bermerek ByArra. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei. Teknik pengambilan sampel dilakukan secara non-probability sampling melalui metode purposive sampling, sehingga diperoleh sampel sebanyak 100 responden yang memenuhi kriteria penelitian. Data dikumpulkan menggunakan kuesioner tertutup berbasis skala Likert yang memuat 32 pernyataan, terdiri atas 16 item mengenai minat beli dan 16 item mengenai ulasan pelanggan daring. Analisis data dilaksanakan dengan uji Chi-square. Berdasarkan hasil analisis terhadap data dari 100 responden, diperoleh nilai signifikansi ρ = 0,000 yang lebih kecil dari 0,05, sehingga dapat disimpulkan terdapat pengaruh yang signifikan antara ulasan pelanggan daring dengan minat beli konsumen. Indikator dengan nilai tertinggi pada variabel minat beli adalah minat eksploratif, sedangkan pada variabel ulasan pelanggan daring, indikator manfaat yang dirasakan memperoleh skor tertinggi. Kata Kunci : Online review, customer, minat beli , konsumen, produk busana, brand byarra. This study examines the impact of online customer review on the purchasing intentions of consumers regarding fashion products from the ByArra brand. A quantitative methodology was employed through the utilization of a survey technique. The sampling procedure utilized purposive sampling within a non-probability framework, encompassing a total of 100 participants. The data collection process involved the use of a structured questionnaire utilizing a Likert scale, which included 32 items16 pertaining to purchase intention and 16 concentrating on online customer reviews. The analysis of the data was conducted employing the Chi-square test. The findings indicated a p-value of 0.000, which falls below the established threshold of 0.05, suggesting a statistically significant correlation between online customer reviews and purchase intention. Among the various dimensions influencing purchase intention, exploratory interest surfaced as the most significant, whereas perceived usefulness represented the most compelling aspect of online customer reviews. Keywords: Online review, customer, purchase intention, consumer, fashion products, ByArra brand.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Yoga Matin Albar, S.Tr.T, M.Pd. ; 2). Dra. Vivi Radiona Sofyani Putri, M.Pd.
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Dinda mutia .
Date Deposited:	14 Aug 2025 03:11
Last Modified:	14 Aug 2025 03:11
URI:	http://repository.unj.ac.id/id/eprint/60948

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