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All Journal Jurnal Manajemen dan Bisnis Kreatif Jurnal Ilmiah Wahana Pendidikan
Chintya Dessy Syafitri
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Pengaruh Social Media Marketing dan Online Customer Review Terhadap Minat Pembelian Pada Marketplace Lazada (Survey pada masyarakat di Kabupaten Karawang) Chintya Dessy Syafitri; Danny Ramdani
Jurnal Ilmiah Wahana Pendidikan Vol 8 No 14 (2022): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (324.571 KB) | DOI: 10.5281/zenodo.6978925

Abstract

This study aims to learn, analyze, and explain research's variables, significance of social media marketing and online customer review relationships of Lazada marketplace users as well as the significance of social media marketing and online customer review partial and simultaneous influence on customer's buying interest. The method used is a quantitative research method with descriptive and verificative approach. This study is using primary data attained directly via questionnaire that was shared with the respondents. Hair et al. formula were used in this study, as well as purposive sampling technique, which led researcher to 120 respondents. The Likert scale model and Path Analysis were used with the help of Method of Successive Interval (MSI), Microsoft Office, and SPSS version 22. The result shows that there is a strong significant relationship between Social Media Marketing and Online Customer Review. Both variables have a rather significant positive influence on buying interest. Keywords: Social Media Marketing, Online Customer Review, Buying Interest
PENGARUH ONLINE CONSUMER REVIEWS TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE TOKOPEDIA (Studi Kasus Pada Pengguna Tokopedia di Karawang) Chintya Dessy Syafitri; Annisa Fitri Rohana; Ajat Sudrajat
Jurnal Manajemen dan Bisnis Kreatif Vol 7 No 2 (2022): JURNAL MANAJEMEN DAN BISNIS KREATIF
Publisher : LPPM Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/manajemen.v7i2.2285

Abstract

ABSTRAK Peneliti menetapkan satu variabel bebas yaitu Online Consumer Review (X) dan variabel terikat Keputusan Pembelian (Y), bermaksud untuk mendapati adanya pengaruh Online Consumer Review terhadap keputusan pembelian pada Marketplace Tokopedia. Menggunakan metode penelitian deskriptif verifikatif dengan teknik pengambilan simple random sampling karena seluruh populasi terkait penelitian ini memiliki peluang menjadi sampel. Penelitian ini menggunakan 100 responden. Instrumen diuji menggunakan uji validitas dengan metode Product Moment Pearson dan ketentuan Alpha Cronbach > 0,60 untuk uji reliabilitas. Pengujian analisis verifikatif dan uji hipotesis juga dilakukan dalam penelitian ini, seluruh data diolah dengan bantuan aplikasi IBM SPSS Statistik 22. Hasil penelitian menunjukkan bahwa Online Consumer Reviews memiliki skor 5.263 atau 87.7%, sedangkan untuk Keputusan Pembelian memiliki skor 7.708 atau 85.6%. Diperoleh koefisien korelasi sebesar 0,628 yang berarti adanya korelasi yang kuat, sehingga dapat disimpulkan bahwa pada penelitian ini terdapat pengaruh positif serta signifikan dari variabel Online Consumer Reviews terhadap variabel Keputusan Pembelian. Kata Kunci : Online Consumer Reviews; Keputusan Pembelian.
Co-Authors Ajat Sudrajat Annisa Fitri Rohana Danny Ramdani