Artikel Ilmiah : C1B018094 a.n. DONI SUWANDOYO
| NIM | C1B018094 |
|---|---|
| Namamhs | DONI SUWANDOYO |
| Judul Artikel | PENGARUH ONLINE CUSTOMER REVIEW DAN RATING TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen UMKM Ayam Geprek di Indonesia) |
| Abstrak (Bhs. Indonesia) | Penelitian berjudul “Pengaruh Online Customer Review Dan Rating Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Mediasi ”. bertujuan untuk mengetahui pengaruh online customer review dan rating terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi pada konsumen ayam geprek di Indonesia. Sampel pada penelitian ini berjumlah 121 responden dengan teknik pengambilan sampel menggunakan purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukkan bahwa: (1) Online Customer Review berpengaruh positif terhadap Keputusan Pembelian (2) Online Customer Rating tidak berpengaruh terhadap Keputusan Pembelian (3) Online Customer Review berpengaruh positif terhadap Minat Beli (4) Online Customer Rating tidak berpengaruh terhadap Minat Beli (5) Minat Beli berpengaruh positif terhadap Keputusan Pembelian (6) Minat Beli dapat memediasi Online Customer Review terhadap Keputusan Pembelian (7) Minat Beli tidak dapat memediasi Online Customer Rating terhadap Keputusan Pembelian. |
| Abtrak (Bhs. Inggris) | The research titled "The Influence of Online Customer Review and Rating on Purchase Decision with Purchase Intention as a Mediating Variable" aims to examine the impact of online customer reviews and ratings on purchase decisions with purchase intention as a mediating variable among consumers of ayam geprek (smashed fried chicken) in Indonesia. The sample size for this study was 121 respondents, selected using purposive sampling technique. Based on the research conducted using Structural Equation Modeling (SEM) analysis processed with AMOS software, the results showed that: (1) Online customer reviews have a positive influence on purchase decisions, (2) Online customer ratings do not have a significant influence on purchase decisions, (3) Online customer reviews have a positive influence on purchase intention, (4) Online customer ratings do not have a significant influence on purchase intention, (5) Purchase intention has a positive influence on purchase decisions, (6) Purchase intention mediates the relationship between online customer reviews and purchase decisions, (7) Purchase intention does not mediate the relationship between online customer ratings and purchase decisions. |
| Kata kunci | Kata kunci: Online Customer Review, Online Customer Rating, Minat Beli, Keputusan Pembelian. |
| Pembimbing 1 | Monica Rosiana |
| Pembimbing 2 | Lusi Suwandari |
| Pembimbing 3 | |
| Tahun | 2023 |
| Jumlah Halaman | 19 |
| Tgl. Entri | 2023-08-18 15:28:33.86522 |