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Journal : DINAMIKA: Jurnal Manajemen Akuntansi, Bisnis dan Kewirausahaan

IDENTIFIKASI KEPUTUSAN PEMBELIAN PADA APLIKASI MARKETPLACE DI MASA PANDEMI COVID-19 MELALUI ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN ONLINE VLOGGER REVIEW Sulasih Sulasih; Weni Novandari; Suliyanto Suliyanto; Anggita Syafni Aulia
DINAMIKA: Jurnal Manajemen Akuntansi, Bisnis dan Kewirausahaan Vol. 7 No. 2 (2021): Jurnal Dinamika
Publisher : FEB Institut Bakti Nusantara

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Abstract

The purpose is to identify purchasing decisions on marketplace applications during the Covid 19 pandemic through online customer reviews, online customer ratings and online vlogger reviews. This type of research is quantitative with purposive sampling and accidental sampling techniques and multiple linear regression data analysis techniques. The results of this study indicate that online customer review (X1) has a positive influence on purchasing decisions. Where online customer review (X1) can be used as a benchmark for respondents to make purchasing decisions. In addition, online customer rating (X2) has a positive influence on purchasing decisions. Where online customer rating (X2) can be used as a benchmark for respondents to make purchasing decisions. The online vlogger review variable (X3) has a positive influence on purchasing decisions. Where online vlogger review (X3) can be used as a benchmark for respondents to make purchasing decisions. Simultaneously shows that the independent variables online customer review (X1), online customer rating (X2) and online vlogger review (X3) affect the dependent variable on purchasing decisions (Y) on marketplace applications during the Covid-19 pandemic.
IDENTIFIKASI KEPUTUSAN PEMBELIAN PADA APLIKASI MARKETPLACE DI MASA PANDEMI COVID-19 MELALUI ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING DAN ONLINE VLOGGER REVIEW Sulasih, Sulasih
DINAMIKA (Jurnal Manajemen Akutansi Bisnis dan Kewirausahaan) Vol. 7 No. 2 (2021): Jurnal DINAMIKA
Publisher : DINAMIKA (Jurnal Manajemen Akutansi Bisnis dan Kewirausahaan)

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Abstract

Tujuan untuk mengidentifikasi keputusan pembelian pada aplikasi marketplace di masa pandemi Covid 19 melalui online customer riview, online customer rating dan online vlogger riview. Jenis penelitian kuantitatif dengan teknik pengambilan sample purposive sampling dan accidental sampling dan teknik analisa data regresi linier berganda. Adapun hasil penelitian ini menunjukan bahwa online customer review (X1) memiliki pengaruh yang positif terhadap keputusan pembelian. Dimana online customer review (X1) dapat menjadi tolak ukur responden melakukan keputusan pembelian. Selain itu online customer ratting (X2) memiliki pengaruh yang positif terhadap keputusan pembelian. Dimana online customer ratting (X2) dapat menjadi tolak ukur responden melakukan keputusan pembelian. Variabel online vloggerr review (X3) memiliki pengaruh yang positif terhadap keputusan pembelian. Dimana online vloggerr review (X3) dapat menjadi tolak ukur responden melakukan keputusan pembelian. Secara simultan menunjukkan bahwa variabel bebas online customer review (X1), online customer ratting (X2) dan online vlogger review (X3) berpengaruh terhadap variabel terikat keputusan pembelian (Y) pada aplikasi marketplace di masa pandemi Covid-19.