NALISIS PENGARUH ONLINE CUSTOMER REVIEW,KUALITAS PRODUK DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUIMINAT BELI SEBAGAI VARIABEL INTERVENINGPADA KONSUMEN SHOPEE MERCHANDISE K-POP(Studi Kasus Pada Pengguna Aplikasi Shopee Mahasiswa FakultasEkonomi dan Bisnis Universitas Abdurachman Saleh Situbondo)

Kiswatus, Salimah and Ika, Wahyuni and Randika, Fandiyanto (2025) NALISIS PENGARUH ONLINE CUSTOMER REVIEW,KUALITAS PRODUK DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUIMINAT BELI SEBAGAI VARIABEL INTERVENINGPADA KONSUMEN SHOPEE MERCHANDISE K-POP(Studi Kasus Pada Pengguna Aplikasi Shopee Mahasiswa FakultasEkonomi dan Bisnis Universitas Abdurachman Saleh Situbondo). Other thesis, Univeristas Abdurachman Saleh Situbondo.

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Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

The growth of e-commerce and the rising popularity of Korean pop culture (K-pop) have driven increased consumption of merchandise through online platforms, particularly Shopee. This study aims to analyze the influence of online customer reviews, product quality, and product variety on purchase decisions, with purchase intention as an intervening variable. Employing a quantitative approach, the study targets students of the Faculty of Economics and Business at Abdurachman Saleh University, Situbondo. The sample was determined using simple random sampling and the Slovin formula, yielding 88 respondents. Data were collected through a questionnaire and analyzed using SmartPLS 3.0 software.The results indicate that online customer reviews and product quality have a positive, albeit statistically insignificant, influence on purchase intention, while product variety has a significant influence. All three independent variables have a significant impact on purchase decisions. However, purchase intention does not significantly affect purchase decisions and does notmediate the relationship between the independent variables and purchase decisions. These findings offer valuable insights for K-pop merchandise sellers on e-commerce platforms, informing the formulation of more effective marketing strategies.

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 > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Kiswatus Salimah
Date Deposited:	29 Oct 2025 04:30
Last Modified:	29 Oct 2025 04:30
URI:	http://repository.unars.ac.id/id/eprint/4330

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