PENGARUH ONLINE CUSTOMER REVIEW, GAYA HIDUP DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE (Studi pada mahasiswa Universitas Muhammadiyah Purwokerto)

KHAIRANI, SHAHLIA q (2022) PENGARUH ONLINE CUSTOMER REVIEW, GAYA HIDUP DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN MARKETPLACE SHOPEE (Studi pada mahasiswa Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to analyze the influence of online customer review, lifestyle, and brand equity on purchase decisions through the Shopee marketplace. The sample selection in this study was carried out by purposive sampling. Based on the criteria, as many as 110 respondents were sampled. The data analysis techniques used in this research were instrument test, descriptive statistic, classical assumption test, multiple regression analysis, and hypothesis testing. The result of the analysis showed that online customer review has a negative effect on the purchase decision, lifestyle has a positive effect on the purchase decision and brand equity has no effect on the purchase decision.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: online customer review, lifestyle, brand equity, purchase decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Indra Himawan
Date Deposited: 28 Jul 2022 06:53
Last Modified: 28 Jul 2022 06:53
URI: http://repository.ump.ac.id/id/eprint/13066

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