Brand Image Sebagai Mediasi Promosi dan Harga Terhadap Minat Beli Ulang (Repurchase Intention) Pada Pt Bdw Kreasi Media Pemalang

shofiana aprina puteri

doi:10.14710/jsmo.v21i2.66337

DOI: https://doi.org/10.14710/jsmo.v21i2.66337

Brand Image Sebagai Mediasi Promosi dan Harga Terhadap Minat Beli Ulang (Repurchase Intention) Pada Pt Bdw Kreasi Media Pemalang

shofiana aprina puteri

Management, Universitas Islam Sultan Agung, Jl Raya Kaligawe Km 4, Semarang, Jawa Tengah, Indonesia

BibTex Citation Data :

@article{JSMO66337,
    author = {shofiana puteri},
    title = {Brand Image Sebagai Mediasi Promosi dan Harga Terhadap Minat Beli Ulang (Repurchase Intention) Pada Pt Bdw Kreasi Media Pemalang},
    journal = {JURNAL STUDI MANAJEMEN ORGANISASI},
  volume = {21},
    number = {2},
    year = {2024},
    keywords = {Online Customer Review, Online Customer Rating, Online Advertising, Online Purchasing Decisions.},
    abstract = {  Abstrak   Penelitian ini bertujuan untuk menganalisis pengaruh  Online Customer Review ,  Online Customer Rating  dan  Online Advertising  terhadap keputusan pembelian online di marketplace Shopee, dengan fokus pada pelanggan Online Shop Shopee di Semarang. Sampel yang digunakan dalam penelitian ini yaitu berjumlah 100 orang responden. Pada penelitian ini menggunakan teknik analisis regresi linear berganda dengan alat statistik SPSS versi 23. Hasil penelitian ini menunjukkan bahwa  Online Customer Review, Online Customer Rating  dan  Online Advertising  memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Online di Marketplace Shopee di wilayah Semarang. Temuan ini memberikan kontribusi penting dalam pemahaman faktor-faktor yang memengaruhi perilaku konsumen online, khususnya dalam konteks penggunaan platform marketplace seperti Shopee. Implikasi dari hasil penelitian ini dapat membantu pihak manajemen Shopee dan penjual online di Semarang untuk merancang strategi pemasaran yang lebih efektif, mengoptimalkan fitur  review  dan  rating , serta meningkatkan efektivitas kampanye iklan online guna meningkatkan kepuasan dan kepercayaan pelanggan, sehingga dapat mendorong peningkatan volume penjualan online.    Kata Kunci :  Online Customer Review, Online Customer Rating, Online Advertising, Keputusan Pembelian Online  .       ABSTRACT     This research aims to analyze the influence of Online Customer Reviews, Online Customer Ratings and Online Advertising on online purchasing decisions in the Shopee marketplace, with a focus on Shopee Online Shop customers in Semarang. The sample used in this research was 100 respondents. This research uses multiple linear regression analysis techniques with SPSS version 23 statistical tools. The results of this research show that Online Customer Reviews, Online Customer Ratings and Online Advertising have a positive and significant influence on online purchasing decisions at the Shopee Marketplace in the Semarang area. These findings provide an important contribution to understanding the factors that influence online consumer behavior, especially in the context of using marketplace platforms such as Shopee. The implications of the results of this research can help Shopee management and online sellers in Semarang to design more effective marketing strategies, optimize review and rating features, and increase the effectiveness of online advertising campaigns to increase customer satisfaction and trust, thereby encouraging an increase in online sales volume  .   Keywords: Online Customer Review, Online Customer Rating, Online Advertising, Online Purchasing Decisions. },
   pages = {129--144}  doi = {10.14710/jsmo.v21i2.66337},
    url = {https://ejournal.undip.ac.id/index.php/smo/article/view/66337}
}

Citation Format:

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Online Customer Review, Online Customer Rating dan Online Advertising terhadap keputusan pembelian online di marketplace Shopee, dengan fokus pada pelanggan Online Shop Shopee di Semarang. Sampel yang digunakan dalam penelitian ini yaitu berjumlah 100 orang responden. Pada penelitian ini menggunakan teknik analisis regresi linear berganda dengan alat statistik SPSS versi 23. Hasil penelitian ini menunjukkan bahwa Online Customer Review, Online Customer Rating dan Online Advertising memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Online di Marketplace Shopee di wilayah Semarang. Temuan ini memberikan kontribusi penting dalam pemahaman faktor-faktor yang memengaruhi perilaku konsumen online, khususnya dalam konteks penggunaan platform marketplace seperti Shopee. Implikasi dari hasil penelitian ini dapat membantu pihak manajemen Shopee dan penjual online di Semarang untuk merancang strategi pemasaran yang lebih efektif, mengoptimalkan fitur review dan rating, serta meningkatkan efektivitas kampanye iklan online guna meningkatkan kepuasan dan kepercayaan pelanggan, sehingga dapat mendorong peningkatan volume penjualan online.

Kata Kunci : Online Customer Review, Online Customer Rating, Online Advertising, Keputusan Pembelian Online.

ABSTRACT

This research aims to analyze the influence of Online Customer Reviews, Online Customer Ratings and Online Advertising on online purchasing decisions in the Shopee marketplace, with a focus on Shopee Online Shop customers in Semarang. The sample used in this research was 100 respondents. This research uses multiple linear regression analysis techniques with SPSS version 23 statistical tools. The results of this research show that Online Customer Reviews, Online Customer Ratings and Online Advertising have a positive and significant influence on online purchasing decisions at the Shopee Marketplace in the Semarang area. These findings provide an important contribution to understanding the factors that influence online consumer behavior, especially in the context of using marketplace platforms such as Shopee. The implications of the results of this research can help Shopee management and online sellers in Semarang to design more effective marketing strategies, optimize review and rating features, and increase the effectiveness of online advertising campaigns to increase customer satisfaction and trust, thereby encouraging an increase in online sales volume.

Keywords: Online Customer Review, Online Customer Rating, Online Advertising, Online Purchasing Decisions.

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Keywords: Online Customer Review, Online Customer Rating, Online Advertising, Online Purchasing Decisions.

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In Vol 21, No 2 (2024)

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