PENGARUH PROMOSI, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN MUSLIM DI E-COMMERCE SHOPEE PADA MAHASISWA IKHAC

Yuniar, Nanda Anggraeni (2023) PENGARUH PROMOSI, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN MUSLIM DI E-COMMERCE SHOPEE PADA MAHASISWA IKHAC. Diploma thesis, institut pesantren KH Abdul CHALIM.

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Abstract

Research conducted by the Global Overview Report shows that Indonesia
is ranked fifth as a country with people who often do online shopping with a
percentage reaching 36%. This is indirectly motivated by the behavior of
Indonesian consumers who want practicality and convenience in all aspects,
especially in terms of shopping and transactions. This is also increasingly
supported by the birth of various kinds of e-commerce. One of the e-commerce
that is often used by Indonesians is Shopee, Shopee was ranked first as the e
commerce site with the highest number of visitors in Indonesia in August 2022
with an average of 190.7 million visitors, this figure increased by 11.37%. This
study is entitled "The Effect of Promotion, Online Customer Review and Online
Customer Rating on the Purchase Decision of Muslim Clothing Products in
Shopee E-Commerce on IKHAC Students" and aims to prove whether there is an
influence of promotion, online customer review and online customer rating
simultaneously on the purchase decision of Muslim clothing products in Shopee
e-commerce and prove and analyze whether there is an influence of promotion,
online customer reviews and online customer ratings are partial to the purchase
decision of Muslim clothing products on Shopee e-commerce.
This research uses quantitative methods with survey methods. With a total
of 100 respondents selected using probability sampling techniques using the
slovin formula from all S1 students of the KH Islamic Boarding School. Abdul
Chalim.
The results of this study, in the t test show that the variables free
promotion, online customer review and online customer rating have a partial
effect on the decision to purchase Muslim clothing products. In test F variables
free of promotion, online customer review and online customer rating
simultaneously there is a positive and significant influence on the purchase
decision of Muslim clothing products. And based on the value of the coefficient of
determination shows that 66.4% is influenced by the three factors above, while the
remaining 33.6% is influenced by other variables that are not explained in this
study.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Promotion, Online Customer Review, Online Customer Rating, Purchasing Decision, Muslim Clothing
Subjects: T Technology > TP Chemical technology
Divisions: Fakultas Syariah > Ekonomi Syariah
Depositing User: S1 ES IKHAC
Date Deposited: 04 Jul 2025 09:52
Last Modified: 04 Jul 2025 09:52
URI: http://repository.uac.ac.id/id/eprint/3895

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