Pengaruh Influencer Marketing, Customer Review dan Variasi Produk terhadap Keputusan Pembelian Fashion Item pada Shopee (Studi pada Pengguna Shopee di Kalangan Mahasiswa Universitas Merdeka Malang)

Oktaviana, Lufida (2024) Pengaruh Influencer Marketing, Customer Review dan Variasi Produk terhadap Keputusan Pembelian Fashion Item pada Shopee (Studi pada Pengguna Shopee di Kalangan Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Purchasing decision is a process that consumers usually carry out in determining the productor service to be selected by considering various aspects that influence them before making aunanimous decision. This study aims to determine and analyze the effect of influence rmarketing, customer reviews, and product variations on purchasing decisions for fashion items at Shopee. The location chosen in this research is Merdeka University Malang. The number of respondents needed is 80 people with the criteria of Merdeka University Malang students who have used or are using the Shopee Online Shopping Application, with aminimum sample size technique. Respondent data collection is carried out using filling out a questionnaire via a link or scanning a Google Form barcode. The analysis technique used inthis research is multiple linear analysis. The results showed that influencer marketing, customer reviews and product variations simultaneously influenced the decision to purchase fashion items at Shopee. Partially, influencer marketing and product variations have asignificant and positive effect on purchasing decisions for fashion items at Shopee, but customer reviews do not have a significant and positive effect on purchasing decisions for fashion items at Shopee.

Item Type:	Thesis (Undergraduate)
Additional Information:	Lufida Oktaviana NIM : 20022000134
Uncontrolled Keywords:	Influencer Marketing, Customer Review, Product Variety, Purchase Decision
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:	09 May 2025 02:10
Last Modified:	09 May 2025 02:10
URI:	https://eprints.unmer.ac.id/id/eprint/5184

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