Hariyanto, Halila Titin (2020) Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller Terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian Pada Toko Online Di Shopee. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kemampuan pelanggan dalam menilai barang secara online dan offline berbeda. Informasi barang secara online hanya dapat dilihat melalui gambar dan deskripsi. Sehingga diperlukan kepercayaan pelanggan bahwa informasi yang diberikan adalah benar. Pada situs belanja online Shopee terdapat beberapa fitur yang dapat meyakinkan pelanggan, yaitu fitur customer review, customer rating, dan star seller. Penelitian bertujuan untuk menentukan model, hipotesis, indikator, dan mengetahui fitur yang dapat mempengaruhi kepercayaan pelanggan hingga keputusan pembelian. Penelitian menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan ukuran sampel sebanyak 100 responden. Hasil analisis penelitian disimpulkan bahwa customer review, customer rating, dan star seller berpengaruh positif dan signifikan terhadap kepercayaan pelanggan. Fitur customer review memiliki pengaruh yang lebih dominan dibandingkan customer rating dan star seller. Kemudian, kepercayaan pelanggan berpengaruh positif dan signifikan terhadap keinginan membeli. Sedangkan, keinginan membeli dan sikap orang lain berpengaruh positif dan signifikan terhadap keputusan membeli. Variabel faktor situasi tidak terduga tidak terbukti mempengaruhi keputusan membeli.
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The ability of customers to assess goods in the online and offline shop is different. Information in an online shop can only be seen from pictures and descriptions. It takes customers to trust that the information provided is correct. On the Shopee marketplace, several features can increase customer trust, like customer reviews, customer ratings, and star sellers. The research aims to determine models, hypotheses, indicators, and find out which features that can influence customer trust and purchase decision. The study used the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with a sample size of 100 respondents. The results of the research are that customer reviews, customer ratings, and star sellers have a positive and significant effect on customer trust. Customer review features have a dominant influence on customers than customer ratings and star sellers. Then, customer trust has a positive and significant effect on purchase intention. While the purchase intention and the attitude of others has a positive and significant effect on the purchase decision. Unexpected situation factor variables have not been proven to influence the purchase decision.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Online Customer Review, Online Customer Rating, Star Seller, Kepercayaan Pelanggan, Keputusan Membeli, Customer Trust, Purchase Decision |
| Subjects: | T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing T Technology > T Technology (General) > T58.6 Management information systems T Technology > T Technology (General) > T58.62 Decision support systems |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Halila Titin Hariyanto |
| Date Deposited: | 24 Aug 2020 03:51 |
| Last Modified: | 23 Jun 2023 15:17 |
| URI: | http://repository.its.ac.id/id/eprint/79656 |
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