SKRIPSI: Pengaruh Online Customer Review, Brand Image, dan Harga terhadap Keputusan Pembelian Kaos Deliwafa melalui Aplikasi Tiktok Shop

ANI, Ani (2024) SKRIPSI: Pengaruh Online Customer Review, Brand Image, dan Harga terhadap Keputusan Pembelian Kaos Deliwafa melalui Aplikasi Tiktok Shop. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The aim of this research is to analyze the influence of online customer reviews, brand image and price on decisions to purchase Deliwafa t-shirts via the Tiktok Shop application. The research sample is those who know, read and understand online customer reviews. And also purchased Deliwafa t-shirts via the TikTok Shop application. The sampling technique in this research used a non-probability sampling technique. The sampling method uses purposive sampling. In this study, the samples were people who had purchased Deliwafa t-shirts through the TikTok Shop application at least once. Data analysis used multiple linear regression analysis using the IBM SPSS Statistics 22 program. The results of the analysis showed that the online customer review variable (X1) had a positive influence and significant on purchasing decisions, the brand image variable (X2) has a positive and significant influence on purchasing decisions, the price variable (X3) has a positive and significant influence on purchasing decisions.

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