Electronic Theses and Dissertation

Teknologi dan informasi yang tengah memperoleh perkembangan berkembang
pesat memberi perubahan cara berbelanja konsumen yaitu munculnya platform e
commerce yang memberikan kemudahan dalam berbelanja. Penelitian ini ditujukan
dalam rangka menyelidiki pengaruhnya online customer review dan live shopping
terhadap keputusan membeli mahasiswa FISIP USK pada aplikasi Shopee.
Penelitian ini mempergunakan teori perilaku terencana yang mengansumsikan
dimana manusia yang memiliki sifat rasional akan memakai informasi yang tersedia
sebelum menarik keputusan dalam mewujudkan perilaku itu. Peneliti akan
mengkaji sampel yang berjumlah 243 responden. Hasil analisis dengan
memanfaatkan SPSS mengungkapkan adanya pengaruh diantara variabel online
customer review (X1) dan variabel live shopping (X2) terhadap keputusan membeli
(Y), terbukti melalui perolehan uji F dengan hasil sig X1 dan X2 senilai 0,000 <
0,05 sehingga secara simultan variabel online customer review dan live shopping
mempengaruhi keputusan membeli (Y) dan perolehan uji T memperlihatkan online
costumer review (X1) memperoleh thitung dengan nilai 4,966 > ttabel 2,255 sehingga
berpengaruh signifikan terhadap keputusan membeli mahasiswa dan live shopping
(X2) memperoleh thitung dengan nilai 6,063 > ttabel 2,255 sehingga juga berpengaruh
signifikan terhadap keputusan membeli mahasiwa. Perolehan uji R Square
memperlihatkan nilai R Square 0,320 yang bermakna variabel bebas mempengaruhi
variabel terikat sebesar 32% dengan X1 mempengaruhi 14% dan X2 mempengaruhi
18%. Dapat dimunculkan kesimpulan ditemukan pengaruh online customer review
dan live shopping pada keputusan membeli.

Kata Kunci: Online Customer Review, Live Shopping, Keputusan Membeli

The rapid development of technology and information has changed the way consumers shop, namely the emergence of e-commerce platforms that provide convenience in shopping. This research is aimed at investigating the influence of online customer reviews and live shopping on the decision to buy FISIP USK students on the Shopee application. This study uses a planned behavior theory that assumes that rational humans will use existing information before deciding to realize the behavior. The sample in this study was 243 respondents. The results of the analysis using SPSS revealed that there was an influence between the online customer review variable (X1) and the live shopping variable (X2) on the purchase decision (Y), this was evidenced by the results of the F test showing that the significance values of X1 and X2 were 0.000 < 0.05 so that simultaneously the variables of online customer reviews and live shopping affects the purchase decision (Y) and the results of the T test show that the online customer review (X1) has a calculated tvalue of 4.966 > ttable 2.255 so that it has a significant effect on the purchase decision of students and live shopping (X2) has a calculated tvalue of 6.063 > ttable 2,255 so that it also has a significant effect on the decision to buy students. The results of the R Square test showed an R Square value of 0.320 which means that the free variable affected the bound variable by 32% with X1 affecting 14% and X2 affecting 18%. It can be concluded that online customer reviews and live shopping can influence purchasing decisions. . Keywords: Online Customer Review, Live Shopping, Buying Decision