Waryanti, Nurohmah Tri (2023) Pengaruh Online Customers Review, Gratis Ongkos Kirim (Ongkir), dan Kupon Diskon terhadap Keputusan Pembelian pada Tiktokshop (Studi Kasus pada Masyarakat Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.
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Abstract
This study aims to describe purchasing decisions, online customer reviews, free shipping, and discount coupons, to determine the effect of customer reviews on purchasing decisions, to determine the effect of free shipping on purchasing decisions. The variables in this study consist of online customer reviews, free shipping, and discount coupons as independent variables, and purchase decisions as the dependent variable. This study uses a qualitative approach that is quantified. The sample used was 96 respondents using a purposive sampling technique in the people of Malang City who had used Tiktokshop. The data collection instrument used an online questionnaire. The analysis technique uses multiple linear regression analysis, f test, t test, and the coefficient of determination using SPSS 25.0 software. The results showed that partially the online customer review variable had a significant positive effect on purchasing decisions at Tiktokshop in the Malang City community, the free shipping variable had a positive and significant effect on purchasing decisions at Tiktokshop in the Malang City community, and the discount coupon variable had a significant positive effect on purchasing decisions at Tiktokshop in the people of Malang City. As well as simultaneously the online customer review variables, free shipping, and discount coupons have a positive and significant effect on purchasing decisions at Tiktokshop for the people of Malang City.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | Nurohmah Tri Waryanti NIM : 19022000110 |
| Uncontrolled Keywords: | Online Customer Review, Free Postage, Discount Coupon |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Gendhis Dwi Aprilia |
| Date Deposited: | 28 Apr 2025 04:12 |
| Last Modified: | 28 Apr 2025 04:12 |
| URI: | https://eprints.unmer.ac.id/id/eprint/5004 |
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