PENGARUH CUSTOMER REVIEW. DIGITAL MARKETING, KEPERCAYAAN DAN SISTEM COD TERHADAP PENINGKATAN PENGGUNA E-COMMERCE SHOPEE PADA MAHASISWA UNIVERSITAS LABUHANBATU KAMPUS III KOTA PINANG

DESI DAHLIA ASTUTI, NPM 2001200073 (2024) PENGARUH CUSTOMER REVIEW. DIGITAL MARKETING, KEPERCAYAAN DAN SISTEM COD TERHADAP PENINGKATAN PENGGUNA E-COMMERCE SHOPEE PADA MAHASISWA UNIVERSITAS LABUHANBATU KAMPUS III KOTA PINANG. Tugas_Akhir (Artikel) YUME : Journal of Management, 7 (3). pp. 1588-1597. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian Ini Bertujuan Untuk Mengetahui pengaruh customer review, digital marketing, kepercayaan dan sistem cod terhadap peningkatan pengguna e-commerce shopee pada mahasiswa Universitas labuhanbatu kampus iii kotapinang. Jumlah sampel sebanyak 60 responden. Penelitian ini menggunakan uji validitas, uji reabilitas, uji asumsi klasik, uji regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan menggunakan SPSS 22. Berdasarkan hasil penelitian diketahui bahwa secara parsial customer review berpengaruh terhadap peningkatan pengguna hal ini terlihat dari nilai T hitung > T tabel (2,006 >1,985), digitak marketing berpengaruh terhadap peningkatan pengguna hal ini terlihat dari nilai T hitung > T tabel (6,343 >1,985), kepercayaab berpengaruh terhadap peningkatan pengguna hal ini terlihat dari nilai T hitung > T tabel (3,582 >1,985), sistem cod berpengaruh terhadap peningkatan pengguna hal ini terlihat dari nilai T hitung > T tabel (2,427 >1,985). Secara simultan cutomer review, digital marketing, kepercayaan dan sistem cod berpengaruh Terhadap peningkatan pengguna. Kata Kunci : Customer Review, Digital Marketing, Kepercayaan, Sistem COD Dan Peningkatan Pengguna ================================================================================================== This study aims to determine the effect of customer reviews, digital marketing, trust and the COD system on increasing shopee e-commerce users among students of Labuhanbatu University, Campus III, Kotapinang. The number of samples is 60 respondents. This study uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t tests, F tests, and coefficients of determination using SPSS 22. Based on the results of the study, it is known that partially customer reviews have an effect on increasing users, this can be seen from the T count value> T table (2.006> 1.985), digital marketing has an effect on increasing users, this can be seen from the T count value> T table (6.343> 1.985), trust has an effect on increasing users, this can be seen from the T count value> T table (3.582> 1.985), the COD system has an effect on increasing users, this can be seen from the T count value> T table (2.427> 1.985). Simultaneously, customer reviews, digital marketing, trust and the COD system have an effect on increasing users. Keywords : Customer Review, Digital Marketing, Trust, COD system and user growth

Item Type: Article
Uncontrolled Keywords: Customer Review, Digital Marketing, Kepercayaan, Sistem COD Dan Peningkatan Pengguna =================================== Customer Review, Digital Marketing, Trust, COD system and user growth
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
L Education > L Education (General)
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 07 May 2025 09:28
Last Modified: 07 May 2025 09:28
URI: http://repository.ulb.ac.id/id/eprint/1357

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