Pengaruh Ulasan Produk, Rating Toko dan Promosi terhadap Keputusan Pembelian Produk Glad2Glow di Shopee

Nurfadilah, Nurfadilah (2025) Pengaruh Ulasan Produk, Rating Toko dan Promosi terhadap Keputusan Pembelian Produk Glad2Glow di Shopee. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of product reviews, store ratings, and promotions on the purchasing decision of Glad2Glow products on Shopee. The research employs a quantitative approach using a survey method through questionnaires distributed to 160 respondents who have purchased or intend to purchase Glad2Glow products. The sampling technique used in this study is non-probability sampling, specifically purposive sampling. The data analysis technique employed is multiple linear regression with the assistance of SPSS version 25.The results of the partial test (t-test) show that the variables of product reviews, store ratings, and promotions each have a positive and significant influence on purchasing decisions, with significance values less than 0.05. The results of the simultaneous test (F-test) indicate that all three variables together significantly influence purchasing decisions. The R Square value of 0.610 indicates that 61% of the variation in purchasing decisions can be explained by product reviews, store ratings, and promotions, while the remaining 39% is explained by other variables not examined in this study, such as price, product quality, influencers, and brand image.All hypotheses in this study are accepted, both simultaneously and partially, indicating that all independent variables (product reviews, store ratings, and promotions) significantly influence the purchasing decisions of Glad2Glow products on Shopee. These findings are supported by questionnaire responses and previous research. Based on the results, it is recommended that Glad2Glow continue to improve the quality of product reviews, maintain high store ratings, and optimize promotional strategies to enhance consumer purchasing decisions on the Shopee platform.

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