Nurhidayani, Nisa Annisa (2025) PENGARUH BRAND AMBASSADOR MAUDY AYUNDA, E-SERVICE QUALITY DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Pengguna E-commerce Lazada di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis apakah ada pengaruh brand ambassador Maudy Ayunda, e-service quality dan online customer review terhadap keputusan pembelian pada e-commerce Lazada. Penelitian ini menggunakan metode pendekatan kuantitatif. Penentuan sampel menggunakan teknik probability sampling dengan jumlah sampel sebanyak 230 responden yang merupakan pengguna Lazada di Kabupaten Kuningan. Teknik pengumpulan data yang dilakukan dalam penelitian ini melalui cara menyebarkan kuesioner dan pengukurannya menggunakan skala interval. Analisis data menggunakan analisis regresi linier berganda yang dibantu dengan software SPSS 25. Hasil penelitian ini menunjukkan bahwa : (1) Brand ambassador Maudy Ayunda, e-service quality dan online customer review secara simultan berpengaruh terhadap keputusan pembelian. (2) Brand ambassador Maudy Ayunda berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) E-service quality berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata kunci : e-commerce, brand ambassador, e-service quality, online customer review, keputusan pembelian.

The purpose of study is to analyze whether brand ambassador Maudy Ayunda, e-service quality and online customer review influence purchase decisions on the e-commerce platform Lazada. This research used a quantitative approach. The sample was determined using a probability sampling technique with a total of 230 respondents who are Lazada users in Kuningan Regency. The data collection technique involved distributing questionnaires and measuring responses using an interval scale. Data were analyzed using multiple linier regression analysis with the help of SPSS 25 software. The results showed that (1) Brand ambassador Maudy Ayunda, e-service quality and online customer review simultaneously influence purchase decisions. (2) Brand ambassador Maudy Ayunda had a positif and significant effect on purchase decisions. (3) E-service quality had a positif and significant effect on purchase decisions. (4) Online customer review had a positif and significant effect on purchase decisions.
Keywords : e-commerce, brand ambassador, e-service quality, online customer reviews, purchasing decisions.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata kunci : e-commerce, brand ambassador, e-service quality, online customer review, keputusan pembelian. Keywords : e-commerce, brand ambassador, e-service quality, online customer reviews, purchasing decisions.
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Nisa Annisa Nurhidayani
Date Deposited: 07 Nov 2025 03:16
Last Modified: 07 Nov 2025 03:16
URI: https://rama.uniku.ac.id/id/eprint/3736

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