PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MARKETPLACE DI KOTA TEGAL

ABSTRAK Fajar Bekti Lestari. Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen Marketplace Di Kota Tegal Skripsi : Fakultas Ekonomi dan Bisnis Universitas Pancasakti Tegal. Penelitian ini bertujuan mengetahui Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen Marketplace Di Kota Tegal baik secara parsial maupun secara simultan. Jenis penelitian deskriptif dengan pendekatan kuantitatif. Pemilihan sampel menggunakan purposive sampling, berjumlah 100 responden. Teknik analisis data yang digunakan analisis korelasi rank sperman, uji signifikasi korelasi rank spearman, analisis korelasi berganda, uji signifikasi koefisien korelasi berganda dan analisis koefisien determinasi. Berdasrakan hasil penelitian diperoleh : 1) Online Customer Review berhubungan signifikan dengan Keputusan Pembelian Konsumen Marketplace di Kota Tegal dengan menggunakan analisis kolerasi rank spearman. Diperoleh nilai rxy sebesar 0,677 atau 67,7%, yang berada diinterval koefisien kolerasi 0,600-0,799, sehingga dapat disimpulkan bahwa terdapat hubungan yang kuat. 2) Online Customer Rating berhubungan signifikan Keputusan Pembelian Konsumen Marketplace di Kota Tegal dengan menggunakan analisis kolerasi rank spearman. Diperoleh nilai rxy sebesar 0,601 atau 60,1%, yang berada diinterval koefisien kolerasi 0,600 – 0,799, sehingga dapat disimpulkan bahwa terdapat hubungan yang kuat. 3) Online Customer Review dan Online Customer Rating secara simultan memiliki hubungan dengan Keputusan Pembelian Konsumen Marketplace di Kota Tegal. Kata kunci : Online Customer Review, Online Customer Rating, Keputusan Pembelian. =============================================================================================== ABSTRACT Fajar Bekti Lestari. Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen Marketplace Di Kota Tegal Skripsi : Fakultas Ekonomi dan Bisnis Universitas Pancasakti Tegal. This study aims to determine the effect of Online Customer Reviews and Online Customer Ratings on Marketplace Consumer Purchasing Decisions in Tegal City, either partially or simultaneously. This type of research is descriptive with a quantitative approach. The sample selection used purposive sampling, amounting to 100 respondents. The data analysis technique used is Spearman rank correlation analysis, Spearman rank correlation significance test, multiple correlation analysis, multiple correlation coefficient significance test and determination coefficient analysis. Based on the research results obtained: 1) Online Customer Review has a significant relationship with Marketplace Consumer Purchase Decisions in Tegal City by using spearman rank correlation analysis. Obtained an rxy value of 0.677 or 67.7%, which is in the correlation coefficient of 0.600-0.799, so it can be concluded that there is a strong relationship. 2) Online Customer Rating has a significant relationship with Marketplace Consumer Purchasing Decisions in Tegal City by using spearman rank correlation analysis. Obtained rxy value of 0.601 or 60.1%, which is in the correlation coefficient of 0.600 - 0.799, so it can be concluded that there is a strong relationship. 3) Online Customer Reviews and Online Customer Ratings simultaneously have a relationship with Marketplace Consumer Purchasing Decisions in Tegal City. Keywords: Online Customer Reviews, Online Customer Ratings, Purchasing Decisions