PENGARUH ONLINE CUSTOMER REVIEW (OCRv) DAN ONLINE CUSTOMER RATING (OCRt) TERHADAP KEPUTUSAN PEMBELIAN BUSANA WANITA DI MARKETPLACE

ZAHRA AULIA, . (2025) PENGARUH ONLINE CUSTOMER REVIEW (OCRv) DAN ONLINE CUSTOMER RATING (OCRt) TERHADAP KEPUTUSAN PEMBELIAN BUSANA WANITA DI MARKETPLACE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui dengan memperoleh dan menganalisis data tentang pembelian busana wanita di marketplace berdasarkan pengaruh online customer review dan online customer rating terhadap keputusan pembelian. Penelitian ini menggunakan metode penelitian survei dengan pendekatan kuantitatif dan desain penelitian asosiatif. Populasi dalam penelitian ini adalah konsumen wanita berusia 18-27 tahun di wilayah Jabodetabek yang pernah melakukan minimal tiga kali pembelian busana wanita di marketplace. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode accidental sampling sehingga diperoleh jumlah sampel sebangak 120 responden. Teknik pengumpulan data yang dilakukan dengan menggunakan kuesioner tertutup dengan skala likert. Teknik analisis data yang digunakan adalah uji chi-square dan regresi logistik ordinal. Hasil penelitian ini menunjukkan semua variabel bebas memiliki nilai ρ value uji wald Sig. sebesar 0,001 (ρ < 0,05) dan nilai Asymp. Sig. Pearson Chi-Square sebesar 0,000 (ρ < 0,05). Dapat disimpulkan bahwa secara simultan juga parsial terdapat pengaruh online customer review (ocrv) dan online customer rating (ocrt) terhadap keputusan pembelian busana wanita di marketplace yang signifikan. ***** This research aims to obtain and analyze data regarding women's fashion purchases in marketplaces based on the influence of online customer reviews and online customer ratings on purchase decisions. This research employs a survey method with a quantitative approach and an associative research design. The population in this study consists of female consumers aged 18-27 years in the Jabodetabek area who have made at least three purchases of women's fashion in marketplaces. The sampling technique used is non-probability sampling with the accidental sampling method, resulting in a total sample of 120 respondents. Data collection was conducted using a closed-ended questionnaire with a Likert scale. The data analysis techniques used include the chi-square test and ordinal logistic regression. The results of this research showed that all independent variables have a Wald test Sig. ρ-value of 0.001 (ρ < 0.05) and an Asymp. Sig. Pearson Chi-Square value of 0.000 (ρ < 0.05). It can be concluded that both simultaneously and partially, online customer reviews (OCRv) and online customer ratings (OCRt) have a significant influence on women's fashion purchase decisions in marketplaces.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Melly Prabawati, M.Pd. ; 2). Esty Nurbaity Arrsyi, S.Pd., M.KM.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 26276 not found.
Date Deposited:	25 Feb 2025 02:49
Last Modified:	25 Feb 2025 02:49
URI:	http://repository.unj.ac.id/id/eprint/53430

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• PENGARUH ONLINE CUSTOMER REVIEW (OCRv) DAN ONLINE CUSTOMER RATING (OCRt) TERHADAP KEPUTUSAN PEMBELIAN BUSANA WANITA DI MARKETPLACE. (deposited 25 Feb 2025 02:49) [Currently Displayed]

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