PUSPANEGARA, Nukke, Nukke Puspanegara (2023) PENGARUH PROMOSI, E- TRUST, DAN ONLINE CUSTOMER RATING TERHADAP MINAT BELI DI SHOPEE AFFILIATE (Studi Kasus Pada Konsumen Fashion di Market Place Shopee ). S1 thesis, Universitas Islam Nusantara.
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Abstract
The very rapidly growing of technology is the main reason of changes to consumer behaviour from making purchases through offline shops to online shops. Shopee is still defeated by Tokopedia because Tokopedia has more users than Shopee. Shopee tried to cover up the lack by learned the market and developed strategy. This makes Shopee build the Affiliate Program. This program allows content creators to promote Shopee products on their personal social media by relying on creativity and earning income according to their respective performance. This research aims to find out how much influence promotions, e-trust and online customer ratings have on buying interest at Shopee. This type of research uses descriptive methods using primary data as research material for 400 respondents. To obtain data, the author used a questionnaire that was developed based on previous research indicators. Data analysis was carried out using validity and reliability tests, classical assumption tests, multiple linear regression analysis, T tests, F tests, and coefficient of determination tests. The data was processed using IBM SPSS 25 software. The results showed that the simultaneous significant test (F test) of the promotion, e-trust and online customer rating variables simultaneously had a significant and positive effect on purchase interest with a calculated F value of 65.562 > F table 2.627. The results of the partial significant test (T test) state that the promotion, e-trust and online customer rating variables have a significant and positive influence. The research results stated that promotions, e-trust, and online customer ratings had a significant simultaneous effect of 32.7% on purchasing interest. Keywords: promotion, e-trust, online customer rating, and purchase interest.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi > Manajemen (S1) |
| Depositing User: | Arie Soleh Permana |
| Date Deposited: | 21 Oct 2025 03:29 |
| Last Modified: | 21 Oct 2025 03:29 |
| URI: | http://repository.uninus.ac.id/id/eprint/350 |
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