PENGARUH ULASAN KONSUMEN DI SHOPEE TERHADAP MINAT MEMBELI PRODUK (SURVEI PADA MUDA MUDI DESA PULEREJO, PRAMBANAN, SLEMAN, YOGYAKARTA)

Yasmin Shalsabil Ratnadilla, NIM.: 17107030124 (2024) PENGARUH ULASAN KONSUMEN DI SHOPEE TERHADAP MINAT MEMBELI PRODUK (SURVEI PADA MUDA MUDI DESA PULEREJO, PRAMBANAN, SLEMAN, YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Abstract. This study aims to determine the effect of consumer reviews on Shopee on product purchase interest among young people in Pulerejo village. Shopee is one of the most popular and in-demand online shopping applications among the public. Until now, Shopee has become one of the most widely used applications. One of them is in the economic sector, Shopee is a means to carry out online buying and selling transactions by utilizing the internet network. In online shopping, there will definitely be obstacles experienced by prospective buyers, namely not being able to see and try the goods to be purchased directly. Therefore, Shopee has a consumer review feature to make it easier for prospective buyers to get information from previous buyers. Consumer reviews are very helpful for prospective buyers because the contents of the message are written directly by someone who has bought the item and has used it. This study uses a quantitative method with the Elaboration Likelihood theory. Data collection using a survey method in the form of distributing questionnaires to 84 Pulerejo Young People respondents. Based on a simple linear regression test using SPSS Version 25, the influence of consumer reviews is 23.7%, while 76.3% is caused by other factors not examined in this study. The significance value obtained was 0.030 <0.05 so it can be concluded that Ho is rejected (There is no significant influence of the Consumer Review Variable on purchasing interest in the Shopee online shop) and Ha is accepted (There is a significant influence of the Consumer Review Variable on purchasing interest in the Shopee online shop)

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