Pramudhita, Fitri Liani (2025) Pengaruh Online Customer Rating dan Online Customer Review terhadap Keputusan Pembelian Ayam Gepuk Pak Gembus Cabang Grand Wisata di Platform Online. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
The purpose of this study is to examine the effect of Online Customer Ratings and Online Customer Reviews on the Purchasing Decisions of Ayam Gepuk Pak Gembus at the Grand Wisata branch on online platforms. The method used in this research is a descriptive quantitative approach. The measurement of respondents’ answers is conducted using a Likert scale. The population of this study consists of all individuals who have purchased Ayam Gepuk Pak Gembus at the Grand Wisata branch. The sampling technique used is purposive sampling, with a total sample of 97 respondents. The types of data used in this study include primary and secondary data. Primary data were obtained directly through the distribution of questionnaires to respondents who had purchased Ayam Gepuk Pak Gembus at the Grand Wisata branch via online platforms, while secondary data were obtained from various sources such as books, journals, and previous studies. The data were analyzed using SPSS (Statistical Program for Social Sciences) version 27. The results of the study indicate that the Online Customer Rating variable has a positive and significant effect on Purchasing Decisions, with a β1 coefficient value of 0.921 and a significance value of 0.001. In addition, the Online Customer Review variable also has a positive and significant effect, with a β2 coefficient value of 0.384 and a significance value of 0.001.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Online Customer Rating, Online Customer Review, Keputusan Pembelian | ||||||
| Subjects: | Manajemen Pemasaran Manajemen |
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| Faculty: | Fakultas Ekonomi > Manajemen S1 | ||||||
| Depositing User: | Ms Fitri liani | ||||||
| Date Deposited: | 19 Dec 2025 07:45 | ||||||
| Last Modified: | 19 Dec 2025 07:45 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/9090 |
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