SKRIPSI: Pengaruh Influencer, Online Customer Review, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Compass (Studi pada Masyarakat Daerah Istimewa Yogyakarta)

Awal Nasirudin, Mukhlisin (2023) SKRIPSI: Pengaruh Influencer, Online Customer Review, dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Compass (Studi pada Masyarakat Daerah Istimewa Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to determine the influence of Influencers, Online Customer Reviews, and Product Quality on the purchasing decisions of Compass shoes among the people of the Special Region of Yogyakarta. The sampling method used non-probability sampling with purposive sampling technique. The number of samples used in this study was 106 respondents with the condition that the people of the Special Region of Yogyakarta had purchased Compass shoes at least once, and before purchasing Compass shoes, they had read customer reviews. The data analysis method used validity test, reliability test, normality test, multicollinearity test, heteroskedasticity test, multiple linear regression, t-test, and coefficient of determination R2 test. The results of this study indicate that the Influencer variable has a positive effect on purchasing decisions, Online Customer Reviews have a positive effect on purchasing decisions, and Product Quality has a positive effect on purchasing decisions for Compass shoes among the people of the Special Region of Yogyakarta.

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