BBM (Buletin Bisnis dan Manajemen)
Vol 6, No 2 (2020): Volume 6, No. 02, 2020

PENGARUH STORE IMAGE, ONLINE CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi pada Mahasiswa UIN Sunan Ampel Surabaya)

VIRAWATI, EKA (Unknown)
SAMSURI, ANDRIANI (Unknown)

Article Info

Publish Date
28 Aug 2020

Abstract

used was quantitative with probability sampling with a sample selection technique taken randomly as many as 200 students of UIN Sunan Ampel Surabaya who become consumers or users of the Shopee marketplace. The analytical method was the T test, the coefficient of determination and path analysis. The results of this study indicated that partially / individually variable store images, online customer reviews and promotions had a significant effect on purchasing decisions at the Shopee marketplace. Therefore the store image variable, online customer reviews and promotions through purchase intention also had a positive and significant influence on purchasing decisions at the Shopee marketplace.

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Journal Info
BBM (Buletin Bisnis dan Manajemen)
Website

Abbrev

BBM

Publisher

Sekolah Tinggi Ilmu Ekonomi YPPI Rembang

Subject

Economics, Econometrics & Finance

Description

Buletin Bisnis & Manajemen (BBM) terbit awal pada Pebruari 2015. BBM merupakan terbitan berkala ilmiah yang diterbitkan oleh Sekolah Tinggi Ilmu Ekonomi 'YPPI' Rembang. Penerbitan BBM dimaksudkan sebagai media penuangan karya ilmiah baik berupa kajian ilmiah maupun hasil penelitian di bidang bisnis ...