Liranti, Aranida Hermadi and LUSIANA, TULHUSNAH and Riska, Ayu Pramesthi (2025) PENGARUH KUALITAS PELAYANAN ONLINE CUSTOMER REVIEW DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSANPEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Pembeli Online Tokopedia di Czyan Store). Other thesis, Univeristas Abdurachman Saleh Situbondo.
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Abstract
This study aims to analyze the influence of service quality, online customer reviews, and social media promotion on purchase decisions through purchase intention as an intervening variable (A Study on Online Buyers of Czyan Store on Tokopedia). The research employed a quantitative approach using a survey method withquestionnaires distributed to 80 respondents. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that service quality has a significant positive effect on purchase intention. Online customer reviews have a positive but not significant effect on purchase intention. Social media promotion has a significant positive effect on purchase intention. Service quality has a positive but not significant effect on purchase decisions. Online customer reviews also show a positive, albeit non-significant, effect on purchase decisions. Similarly, social media promotion has a positive but not significant effect on purchase decisions. Purchase intention has a significant positive effect on purchase decisions.Furthermore, service quality has a significant positive impact on purchase decisions, influencing purchase intention. Online customer reviews have a positive but non-significant effect on purchase decisions, influencing purchase intention. Social media promotion has a significant positive impact on purchase decisions, influencing purchase intention.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Liranti Aranida Hernadi |
| Date Deposited: | 24 Oct 2025 06:59 |
| Last Modified: | 24 Oct 2025 06:59 |
| URI: | http://repository.unars.ac.id/id/eprint/4268 |
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