ABSTRACT

Anggela (2022). The Influence of Online Customer Rating, Celebrity Endorser, and Free Shipping Promo on Purchase Decisions on the Shopee Marketplace (ULM Faculty of Economics and Business Students). Management Studies Program. Faculty of Economics and Business, University of Lambung Mangkurat.

Advisor: Laila Refiana Said

This study aims to determine and analyze: (1) The influence of online customer rating on purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business students) (2) The influence of celebrity endorsers on purchasing decisions on the Shopee marketplace (ULM Economics and Business Faculty students) ( 3) The effect of the free shipping promo on purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business students) (4) The simultaneous influence of online customer ratings, celebrity endorsers, and free shipping promos on purchasing decisions on the Shopee marketplace (ULM Economics and Business Faculty students ).

This type of research is in the form of quantitative research. The population in this study were ULM Faculty of Economics and Business students who had made purchases on the Shopee marketplace. The number of samples is 130 respondents. The sampling technique used was purposive sampling. The data analysis technique used multiple linear regression analysis.

The results show that online customer ratings have no effect on purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business Students). Celebrity endorsers influence purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business students). The free shipping promo has an effect on purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business Students). Online customer rating, celebrity endorser, and free shipping promos have a simultaneous effect on purchasing decisions on the Shopee marketplace (ULM Faculty of Economics and Business students).

Keywords: Online Customer Rating, Celebrity Endorser, Free Shipping Promo, Purchase Decision

ABSTRAKSI

Anggela (2022). Pengaruh Online Customer Rating, Celebrity Endorser, dan Promo Gratis Ongkir terhadap Keputusan Pembelian pada Marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM). Program Studi Manajemen. Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat.

Pembimbing: Laila Refiana Said

Penelitian ini bertujuan untuk mengetahui dan menganalisis: (1) Pengaruh online customer rating terhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM) (2) Pengaruh celebrity endorser terhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM) (3) Pengaruh promo gratis ongkirterhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM) (4) Pengaruh online customer rating, celebrity endorser, dan promo gratis ongkir secara simultanterhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM).

Jenis penelitian ini berupa penelitian kuantitatif. Populasi pada penelitian ini adalah Mahasiswa Fakultas Ekonomi dan Bisnis ULM yang pernah melakukan pembelian pada marketplace Shopee. Jumlah sampel sebanyak 130 responden. Teknik pengambilan sampel menggunakan  purporsive sampling. Teknik analisis data menggunakan analisis regresi linier berganda.

Hasil penelitian menunjukkan bahwa online customer rating tidak berpengaruh terhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM). Celebrity endorser berpengaruh terhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM). Promo gratis ongkir berpengaruh terhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM). Online customer rating, celebrity endorser, dan promo gratis ongkir berpengaruh secara simultanterhadap keputusan pembelian pada marketplace Shopee (Mahasiswa Fakultas Ekonomi dan Bisnis ULM).

Kata Kunci : Online Customer Rating, Celebrity Endorser, Promo Gratis Ongkir, Keputusan Pembelian