| dc.contributor.advisor | Slamet, Alim Setiawan | |
| dc.contributor.advisor | Sembiring, Indra Refipal | |
| dc.contributor.author | Hasna, Najmah Nurlaila | |
| dc.date.accessioned | 2024-09-24T13:21:52Z | |
| dc.date.available | 2024-09-24T13:21:52Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/158812 | |
| dc.description.abstract | Perkembangan teknologi, informasi, dan komunikasi khususnya internat di era abad ke-21 telah membuka peluang usaha baru bagi perusahaan untuk mengoptimalkan strategi online marketing. L’Oreal Paris merupakan merek kosmetik terkemuka di dunia yang telah berevolusi dari penjualan offline menjadi online. E-commerce menyediakan fitur review dan rating yang memungkinkan konsumen memberikan feedback tentang produk dan layanan, termasuk detail kondisi, keaslian, kualitas, dan kesesuaian produk. Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan rating terhadap keputusan pembelian produk L'Oréal. Penelitian ini dilakukan pada bulan Juni hingga Juli 2024 menggunakan 402 responden dengan teknik penarikan sampel nonprobability samping dan metode purposive sampling. Data primer didapatkan dari kuesioner dan data sekunder dari studi literatur. Metode analisis data menggunakan analisis deskriptif dan SEM-PLS. Hasil penelitian ini menunjukan bahwa online customer review dan rating berpengaruh singnifikan dan positif terhadap keputusan pembelian. | |
| dc.description.abstract | Advances in technology, information, and communication, particularly the internet in the 21st century, have created new opportunities for companies to optimize their online marketing strategies. L’Oréal Paris, a leading global cosmetics brand, has transitioned from offline to online sales. Ecommerce platforms provide review and rating features that enable consumers to give feedback on products and services, including details about condition, authenticity, quality, and product suitability. This study aims to analyze the impact of online customer reviews and ratings on the purchasing decisions for L'Oréal products. This research was conducted from June to July 2024, involving 402 respondents using a nonprobability sampling technique and purposive sampling method. Primary data collected through questionnaires and secondary data from literature studies. The data analysis methods employed were descriptive analysis and SEM-PLS. The results of this study indicate that online customer reviews and ratings have a significant and positive impact on purchase decisions. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Online Customer Review dan Rating terhadap Keputusan Pembelian Produk L’Oréal | id |
| dc.title.alternative | The Effect of Online Customer Review and Rating on Purchase Decision of L’Oréal Products | |
| dc.type | Skripsi | |
| dc.subject.keyword | e-commerce | id |
| dc.subject.keyword | kosmetik | id |
| dc.subject.keyword | Keputusan pembelian | id |
| dc.subject.keyword | online customer review | id |
| dc.subject.keyword | rating | id |
