SKRIPSI: Pengaruh Online Customer Review, Diskon dan Viral Marketing terhadap Keputusan Pembelian Produk Liptint Implora di TikTok Shop pada Mahasiswa Yogyakarta

Vina Rizki, Anggraeni (2023) SKRIPSI: Pengaruh Online Customer Review, Diskon dan Viral Marketing terhadap Keputusan Pembelian Produk Liptint Implora di TikTok Shop pada Mahasiswa Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of online customer reviews, discounts and viral marketing on purchasing decisions for Liptint Implora products at the Tiktok shop for Yogyakarta students. The sample of this research is Yogyakarta students who have made purchases at the Tiktok Shop marketplace. The number of samples is 102 respondents. The sampling technique uses the Non-Probability Sampling model. The method used is purposive sampling method. The tests used in this study were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, f test (Goodness of fit), t test and test of the coefficient of determination. The results showed that Online Customer Reviews had a positive and significant effect on Purchasing Decisions, Discounts had no effect on Purchase Decisions and Viral Marketing had no effect on Purchase Decisions. Based on the test of the coefficient of determination (adjusted R2) it shows a result of 0.287 (28.7%), which means that Online Customer Reviews, Discounts and Viral Marketing contribute 28.7% to the Purchasing Decision variable. While the remaining 71.3% is explained by other variables not included in this study.

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