EFEK ELECTRONIC WORD OF MOUTH (E-WOM), ONLINE CONSUMER REVIEW (OCR), DAN TRUSTWORTHINESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI MARKETPLACE SHOPEE

Alviana, Tasya Nurisma (2024) EFEK ELECTRONIC WORD OF MOUTH (E-WOM), ONLINE CONSUMER REVIEW (OCR), DAN TRUSTWORTHINESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI MARKETPLACE SHOPEE. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), dan Trustworthiness terhadap Keputusan Pembelian Konsumen melalui Shopee Marketplace. Penelitian ini merupakan jenis penelitian deskriptif kuantitatif. Populasi penelitian ini adalah mahasiswa Program Studi Manajemen Universitas Nusantara PGRI Kediri, dengan sampel 40 responden. Penelitian ini dilakukan dengan metode survei terhadap Mahasiswa Program Studi Manajemen Universitas Nusantara PGRI Kediri yang telah melakukan transaksi melalui marketplace shopee. Teknik pengambilan sampel menggunakan teknik analisis data dengan menggunakan uji regresi linier berganda. Pengolahan data dilakukan dengan menggunakan SPSS 23. Hasil penelitian ini membuktikan bahwa Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), dan Trustworthiness secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Konsumen melalui Shopee Marketplace bagi Mahasiswa Program Studi Manajemen Universitas Nusantara PGRI Kediri.

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