Algusta, Arfiani Intan (2026) Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian melalui Minat Beli Pada E-Commerce Shopee Kategori Fashion pada Gen Z di Surabaya Raya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk menginvestigasi pengaruh harga, online customer review, dan online customer rating terhadap keputusan pembelian pada platform marketplace Shopee. Metode penelitian yang digunakan adalah penelitian eksplanatori dengan pendekatan kuantitatif untuk menjelaskan kedudukan variabel-variabel yang diteliti serta pengaruhnya antara satu dengan yang lainnya. Populasi penelitian adalah konsumen Shopee yang melakukan keputusan pembelian dan tinggal di Surabaya Raya (Kota Surabaya, Kabupaten Sidoarjo, Kabupaten Gresik) dengan teknik sampling non probability menggunakan purposive sampling. Teknik ini mempertimbangkan karakteristik seperti jenis kelamin, usia (13-28 tahun), memiliki akun Shopee, dan pernah melakukan pembelian di Shopee kategori fashion. Jumlah responden yang berpartisipasi dan memenuhi kreiteria sebanyak 98 orang. Data dikumpulkan melalui kuesioner online yang disebarkan melalui aplikasi Google Form. Data yang digunakan adalah data primer berupa identitas responden dan jawaban-jawaban responden dari kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Berdasarkan hasil penelitian yang telah dilakukan, Hasil penelitian menunjukkan bahwa harga, online customer review, online customer rating, dan minat beli secara langsung berpengaruh positif dan signifikan terhadap keputusan pembelian; harga, online customer review, dan online customer rating berpengaruh positif dan signifikan terhadap minat beli; serta pengaruh tidak langsung (indirect effect) menunjukkan bahwa minat beli mampu memediasi pengaruh harga, online customer review, dan online customer rating terhadap keputusan pembelian.
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This study aims to investigate the influence of price, online customer reviews, and online customer ratings on purchase decisions on the Shopee marketplace platform. The study employed an explanatory research design with a quantitative approach to explain the relationships among the variables under investigation and examine their effects on one another. The population consisted of Shopee consumers who had made purchase decisions and resided in the Greater Surabaya Area (Surabaya City, Sidoarjo Regency, and Gresik Regency). A non-probability sampling technique using purposive sampling was applied. The sampling criteria included respondents aged 13–28 years, of any gender, who owned a Shopee account and had previously purchased fashion products on Shopee. A total of 98 respondents met the established criteria and participated in the study. Data were collected through an online questionnaire distributed via Google Forms. The study utilized primary data consisting of respondents’ demographic information and their responses to the questionnaire. Data were analyzed using Partial Least Squares (PLS). The findings indicate that price, online customer reviews, online customer ratings, and purchase intention have a positive and significant direct effect on purchase decisions. Furthermore, price, online customer reviews, and online customer ratings have a positive and significant effect on purchase intention. The indirect effect analysis also reveals that purchase intention significantly mediates the relationships.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Online Customer Review, Online Customer Rating, Keputusan Pembelian, Partial Least Square (PLS) |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Arfiani Intan Algusta |
| Date Deposited: | 05 Aug 2026 03:05 |
| Last Modified: | 05 Aug 2026 03:05 |
| URI: | http://repository.its.ac.id/id/eprint/143972 |
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