PENGARUH FOTO PRODUK, CUSTOMER REVIEWS, CUSTOMER RATINGS, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE FOOD (Studi Pada Mahasiswa/I UKDC)

RICARDO, ROY JOHAN (2023) PENGARUH FOTO PRODUK, CUSTOMER REVIEWS, CUSTOMER RATINGS, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE FOOD (Studi Pada Mahasiswa/I UKDC). Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

The development of E-Commerce in Indonesia is moving so fast that we can shop for anything through E-Commerce. Making transactions online is now the right choice because it makes it easier for us to buy a product and save time because there is no need to go to a store or to a shopping place. The purpose of this study is to determine whether product photos, online customer reviews, online customer ratings, and prices affect purchasing decisions at Shopee Food (study on active UKDC students). This research is quantitative research by distributing questionnaires online using google formular, using purposive sampling method. The research sample is students of Darma Cendika Catholic University who have used shopee food application services. The results of data analysis show that all question items for each variable are declared valid with r count> r table of 0.1966, all variables are declared reliable with a Cronbac'h Alpha value> 0.60. The results of the P-P Plot normality test show that the data used in the study are normally distributed. The results of the multicollinearity test do not show multicollinearity between the independent variables in the regression model with a value> 0.10 or VIF < 10. The results of the heteroscedasticity test show that there are no symptoms of heteroscedasticity in the regression model because it does not form a clear pattern and the distribution of points above and below the number 0 on the Y axis. The results of the multiple linear regression equation in this study are Y = 0.555 + 0.238 X1 + 0.140 X2 + 0.213 X3 + 0.238 X4. The magnitude of the influence of product photos, customer reviews, customer ratings, and prices on purchasing decisions on shopee food (study on active UKDC students) based on Adjusted R-Square is 71.3%. The t test results show that product photo, customer review, customer rating, and price variables in this study have an significant effect on purchasing decisions with a sig value <0.05.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor FERDINAND, DEOGRASIAS YOSEPH YUSTINIANUS NIDN0727097801 deograsias.yoseph@ukdc.ac.id
Uncontrolled Keywords:	Product Photo, Customer Review, Customer Rating, Price, Purchase Decisio
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 02:08
Last Modified:	22 Sep 2025 02:08
URI:	http://repositori.ukdc.ac.id/id/eprint/1730

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