Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh online customer review, online customer rating, dan discount terhadap keputusan pembelian mahasiswa universitas syiah kuala pada marketplace shopee. metode yang digunakan adalah survei dengan kuesioner yang melibatkan 155 responden melalui teknik proportional stratified random sampling. data dianalisis menggunakan regresi linear berganda. hasil penelitian menunjukkan bahwa online customer review, online customer rating, dan discount berpengaruh positif dan signifikan terhadap keputusan pembelian. secara simultan, ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap keputusan pembelian mahasiswa universitas syiah kuala pada marketplace shopee. temuan ini memberikan wawasan bagi pelaku bisnis dalam merumuskan strategi pemasaran yang efektif di era digital. penelitian ini diharapkan dapat menjadi referensi bagi penelitian lebih lanjut dalam bidang ekonomi dan pemasaran digital. kata kunci: online customer review, online customer rating, discount, marketplace shopee

This study aims to analyze the influence of online customer reviews, online customer ratings, and discounts on purchasing decisions of Universitas Syiah Kuala Students on the Shopee marketplace. The method used is a survey with a questionnaire involving 155 respondents through the Proportional Stratified Random Sampling technique. Data were analyzed using multiple linear regression. The results of the study indicate that online customer reviews, online customer ratings, and discounts have a positive and significant effect on purchasing decisions. Simultaneously, the three variables also have a positive and significant effect on purchasing decisions of Universitas Syiah Kuala Students on the Shopee marketplace. These findings provide insight for business actors in formulating effective marketing strategies in the digital era. This study is expected to be a reference for further research in the fields of economics and digital marketing. Keywords: Online Customer Review, Online Customer Rating, Discount, Shopee Marketplace