ANWAR, ANISYA ZULFANTI (2024) PENGARUH KUALITAS PRODUK, ONLINE CUSTOMER REVIEW, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN FASHION PADA MARKETPLACE SHOPEE (Studi pada Mahasiswa di Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The type of research used is quantitative research to determine the influence of
product quality, online customer reviews and lifestyle on fashion purchasing
decisions on the Shopee marketplace. The population of this study were students
in Purwokerto, namely Jenderal Soedirman University, UIN Saizu Purwokerto
and Muhammadiyah University Purwokerto who had shopped at Shopee, with a
sample size of 100 respondents. The data collection technique used was purposive
sampling. The data analysis techniques used in this research are descriptive
statistical analysis, instrument test (validity and reliability test), classical
assumption test (normality test, multicollinearity test, heteroscedasticity test),
multiple regression analysis (determinant coefficient test (r2), simultaneous test (
f)), hypothesis test (t). The results of the analysis show that product quality
partially has a positive influence on purchasing decisions, online customer
reviews partially have a positive influence on purchasing decisions, lifestyle
partially has no influence on purchasing decisions. Meanwhile, the results of
product quality analysis, online customer reviews and lifestyle simultaneously
influence purchasing decisions.

Dosen Pembimbing:	MIFTAHUDDIN, MUCHAMMAD AGUNG | nidn0602037001
Item Type:	Thesis (S1)
Uncontrolled Keywords:	Product Quality, Online Customer Reviews, Lifestyle, Purchasing Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User:	Nur Hardiansyah
Date Deposited:	27 Feb 2024 01:57
Last Modified:	27 Feb 2024 01:57
URI:	http://repository.ump.ac.id/id/eprint/16427

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