Khairiani, Amalia (2024) PENGARUH AFFILIATE MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW PADA MARKETPLACE SHOPEE (Survey pada pengguna produk Ms Glow di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh affiliate marketing dan online customer review terhadap keputusan pembelian produk Ms Glow pada marketplace shopee (survey kepada pengguna produk ms glow di kabupaten Kuningan). Penelitian ini terdiri dari dua variable independen yaitu affiliate marketing dan online customer review dan satu variable dependen yaitu Keputusan pembelian. Metode penelitian yang digunakan ialah deskriptif kuantitatif. Jumlah keseluruhan sampel dalam penelitian ini adalah 130 responden. Teknik pengumpulan data yang penulis gunakan dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi SPSS Ver. 26. Hasil penelitian menunjukkan bahwa : (H1) Variabel affiliate marketing berpengaruh positif dan signifikan terhadap Keputusan pembelian (H2) Variabel online customer review berpengaruh positif dan signifikan terhadap Keputusan pembelian.
Kata kunci : Affiliate marketing, online customer review, keputusan pembelian.

This study aims to determine how much influence affiliate marketing and online customer reviews have on purchasing decisions for Ms Glow products on the shopee marketplace (survey of ms glow product users in Kuningan district). This study consists of two independent variables, namely affiliate marketing and online customer review and one dependent variable, namely purchasing decisions. The research method used is descriptive quantitative. The total number of samples in this study were 130 respondents. The data collection technique that the authors used in this study was a questionnaire and the measurement used an interval scale, the data obtained was processed by the multiple linear regression analysis method with the help of the SPSS Ver. 26. The results showed that: (H1) Affiliate marketing variables have a positive and significant effect on purchasing decisions (H2) Online customer review variables have a positive and significant effect on purchasing decisions.
Keywords: Affiliate marketing, online customer review, purchase decision.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Affiliate Marketing, Online Customer Review, Keputusan Pembelian Affiliate Marketing, Online Customer Review, Purchase Decision
Subjects: A General Works > AC Collections. Series. Collected works
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Amalia Khairiani
Date Deposited: 22 Nov 2024 03:25
Last Modified: 22 Nov 2024 03:25
URI: https://rama.uniku.ac.id/id/eprint/1955

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