Maulani, Arifah (2024) PENGARUH DIGITAL MARKETING, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP MINAT BELI MADAME GIE (Survey pada Generasi Z di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, online customer review, dan online customer rating terhadap minat beli produk madme gie. Sampel dalam penelitian ini adalah Generasi Z di Kabupaten Kuningan. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah keseluruhan sampel dalam penelitian ini sebanyak 160 responden. Teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi SPSS versi 26. Pembuktian hipotesis dilakukan dengan menggunakan teknik analisis deskriptif. Hasil penelitian menunjukan bahwa: digital marketing, online customer review, dan online customer rating baik secara simultan dan parsial berpengaruh positif dan signifikan terhadap minat beli produk madame gie.
Kata Kunci : Digital Marketing, Online Customer Review, Online Customer Rating, Minat beli.

This study aimed to determine the influence of digital marketing, online customer reviews, and online customer ratings on the buying interest of madme gie products. The sample in this study is Generation Z in Kuningan Regency. The research method used in this study is a quantitative method using questionnaires through google form. The total number of samples in this study was 160 respondents. The data collection technique used by the author in this study is a questionnaire and measurement using an interval scale, the data obtained is processed with multiple linear regression analysis methods with the help of the SPSS application version 26. Proof of hypotheses is carried out using descriptive analysis techniques. The results showed that: digital marketing, online customer reviews, and online customer ratings both simultaneously and partially had a positive and significant effect on the interest in buying madame gie products.
Keywords: Digital Marketing, Online Customer Review, Online Customer Rating, Buying interest.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Digital Marketing, Online Customer Review, Online Customer Rating, Minat beli. Digital Marketing, Online Customer Review, Online Customer Rating, Buying interest.
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Arifah Maulani
Date Deposited: 11 Jun 2025 02:17
Last Modified: 11 Jun 2025 02:17
URI: https://rama.uniku.ac.id/id/eprint/2724

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