Skripsi

PENGARUH SALES PROMOTION DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN MOISTURIZER WARDAH PADA APLIKASI SHOPEE DI KOTA PALEMBANG

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Penilaian

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This study aims to analyze the influence of sales promotion and online customer reviews on the purchase decisions of Wardah moisturizers on the Shopee application in Palembang City. The variables used in this study include sales promotion and online customer reviews as independent variables, and purchase decision as the dependent variable. The research method applied is a quantitative approach, using primary data obtained through the distribution of questionnaires. The sample consists of 100 respondents selected using purposive sampling, based on specific criteria: residents of Palembang City who have purchased Wardah moisturizers on Shopee within the last six months and are at least 17 years old. The data were analyzed using multiple linear regression analysis. The results of the study indicate that both simultaneously and partially, sales promotion and online customer reviews have a significant influence on the purchase decisions of Wardah moisturizers on the Shopee application in Palembang City.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507003496	T175771	T1757712025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1757712025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvii, 140 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen pemasaran

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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