SKRIPSI: Pengaruh Online Customer Rating, Online Customer Review, dan Promosi terhadap Keputusan Pembelian Mie Gacoan pada Shopee Food di Yogyakarta

KURNIASARI, Annisa (2024) SKRIPSI: Pengaruh Online Customer Rating, Online Customer Review, dan Promosi terhadap Keputusan Pembelian Mie Gacoan pada Shopee Food di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of online customer ratings, online customer reviews, promotions on purchasing decisions for Gacoan noodles at Shopee Food in Yogyakarta. The type of research used in this research is quantitative research, with survey techniques using questionnaires. The sample in this research is people who live in Yogyakarta, and have made transactions to purchase Gacoan Noodles using Shopee Food, with a total sample of 100 respondents taken. The sampling technique in this research is Non Probability Sampling with the Purposive Sampling method. The data analysis technique uses multiple linear regression analysis. The results of this research show that the online customer rating variable has no effect on the decision to purchase gacoan noodles at Shopee Food in Yogyakarta. The online customer review variable has a positive and significant effect on the decision to purchase gacoan noodles at Shopee Food in Yogyakarta, and the promotion variable has a positive and significant effect on the decision to purchase Gacoan Noodles at Shopee Food in Yogyakarta.

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