SKRIPSI: Pengaruh Ulasan Produk, Variasi Produk, dan Kualitas Pelayanan di Marketplace Shopee terhadap Keputusan Pembelian Ulang di Toko JJ Sport Wear Yogyakarta

HAMDI, Irhamuddin (2024) SKRIPSI: Pengaruh Ulasan Produk, Variasi Produk, dan Kualitas Pelayanan di Marketplace Shopee terhadap Keputusan Pembelian Ulang di Toko JJ Sport Wear Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of product reviews, product variations, and service quality at the JJ Sports Wear Yogyakarta Official Marketplace on repeat purchase decisions at Shopee. This research uses primary data obtained by distributing questionnaires to all consumers of the JJ Sports Wear Yogyakarta Store, totaling 100 samples. The data analysis used was multiple linear regression. The hypothesis test in this study uses a t-test with a significance level of 5%. In addition, a goodness of fit test, a basic assumption test, namely a normality test, and a classical assumption test were also carried out which included a multicollinearity test, a heteroscedasticity test, and a determination coefficient test. Based on the results of the study using the t-test, it can be seen that the variables of Product Review, Product Variety, and Service Quality have a significant positive effect on the repurchase decision. Meanwhile, the coefficient of determination value from this research is 0.134 or 13.4%, indicating that the repurchase decision variable (Y) is influenced by product reviews (X1), product variations (X2), and service quality (X3). The remainder is explained by other variables not included in this study.

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