AINUN, NUR (2022) PENGARUH PRODUK, PROMOSI PADA MARKETPLACE SHOPPE DENGAN CUSTUMER REVIEW SEBAGAI VARIABEL INTERVENING TERHADAP KEPUTUSAN PEMBELIANMASYARAKAT DI KECAMATANSUKAMAJUKABUPATENUWU UTARA. Other thesis, Institut Agama Islam Negeri (IAIN) Palopo.
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Abstract
ABSTRAK
NUR AINUN, 2022.”The Influence of Products, Promotions, on the Shopee
Marketplace with Customer Reviews as Intervening Variables on
Purchasing Decisions of the Sukamaju Community.” Thesis for the
Islamic Business Management Study Program, Faculty of Islamic
Economics and Business, State Islamic Institute (IAIN) PALOPO.
Supervised by Dr. Adzan Noor Bakri, SE.Sy., MA.EK.
This thesis discusses the influence of products, promotions on the shopee
marketplace with customer reviews as intervening variables on the purchasing
decisions of the Sukamaju people. Where products, promotions and customer
reviews are one of the things that become a factor in the purchasing decisions of
the Sukamaju people. This study used quantitative research and used primary and
secondary data. The sampling technique in this study used non-probability (non�probability) using the slovin formula, so that in this study a sample of 92
respondents was used. The research instrument in this study was to use a
questionnaire or questionnaire. The data analysis technique in this study was to
use the help of the SPSS version 22 program which was directed to answer the
formulation of the problem or hypothesis that had been formulated in this study
and was used to test product variables, promotions, customer review and
purchasing decisions Data collection techniques in this study were carried out by
distributing questionnaires to respondents to answer. Based on the tests that have
been carried out, the results of this study show that 1.products have an effect on
purchasing decisions on the shopee marketplace, 2. promotions have a significant
effect on purchasing decisions on the shopee marketplace, 3. customer review as
an intervening variable has a significant effect on the purchasing decision of the
Sukamaju community on the marketplace shopee, 4. products have a significant
effect on customer reviews, 5. Promotion has a significant effect on customer
reviews 6. products have a direct and insignificant influence on purchasing
decisions through customer reviews, 7 Promotion has no influence and is not
significant on purchasing decisions through customer reviews.
Keywords: Product, Promotion, Customer Review and Purchase Decision
| Item Type: | Thesis (Other) |
|---|---|
| Divisions: | Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah |
| Depositing User: | Harding Sulu |
| Date Deposited: | 22 Jun 2023 06:36 |
| Last Modified: | 22 Jun 2023 06:36 |
| URI: | http://repository.iainpalopo.ac.id/id/eprint/6825 |
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