Pengaruh tagline gratis ongkos kirim dan online customer rating terhadap minat beli pada marketplace shopee

Oktaviana, Thania (2023) Pengaruh tagline gratis ongkos kirim dan online customer rating terhadap minat beli pada marketplace shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi menyebabkan perubahan perilaku konsumen yang awalnya berbelanja melalui offline shop berubah menjadi berbelanja melalui online shop. Salah satu fitur yang paling digemari konsumen adalah tagline gratis ongkir. Shopee menawarkan solusi mudah bagi para konsumen yaitu dengan menampilkan online customer rating untuk meningkatkan kepercayaan bagi konsumen maupun calon konsumen. Adapun rumusan masalah dalam penelitian ini adalah seberapa signifikan pengaruh tagline “gratis ongkir” dan online customer rating terhadap minat beli di shopee (studi pada dewasa muda usia 20-24 tahun). Tujuan penelitian ini adalah untuk mengetahui seberapa signifikan pengaruh penggunaan tagline gratis ongkir dan online customer rating terhadap minat beli. Penelitian ini merupakan penelitian kuantitatif. Data diperoleh melalui penyebaran kuesioner. Teknik pengambilan sampel menggunakan probability sampling. Dianalisis dengan menggunakan program SPSS dengan metode analisis uji normalitas, linearitas, multikolinearitas, heterokedastisitas, analisis regresi linear berganda, uji koefisien determinasi dan uji hipotesis (uji t dan uji F). Hasil penelitian ini memiliki kesimpulan dari penelitian ini adalah terdapat pengaruh yang signifikan antara variable tagline gratis ongkos kirim dan online customer rating terhadap keputusan pembelian pada dewasa muda usia 20-24 tahun / Technological developments have led to changes in consumer behavior, from shopping through offline shops to shopping through online shops. One of the features that consumers like the most is the free shipping tagline. Shopee offers an easy solution for consumers by displaying online customer ratings to increase trust for consumers and potential customers. The formulation of the problem in this study is how significant is the effect of the tagline "free shipping" and online customer rating on buying interest at Shopee (a study of young adults aged 20-24 years). The purpose of this research is to find out how significant the effect of using the free shipping tagline and online customer rating is on purchase intention. This research is a quantitative research. Data obtained through the distribution of questionnaires. The sampling technique uses probability sampling. Analyzed using the SPSS program using the analytical methods of normality test, linearity, multicollinearity, heteroscedasticity, multiple linear regression analysis, coefficient of determination test and hypothesis testing (t test and F test). The conclusion of this study is that there is a significant influence between the free shipping tagline and online customer rating variables on purchasing decisions in young adults aged 20-24 years.

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