PENGARUH ONLINE CUSTOMER REVIEWS TERHADAP WILLINGNESS TO PAY PADA GENERASI Z PENGGUNA KOSMETIK HALAL DI E-COMMERCE SHOPEE

• Main Author: Aneu Andiani, - (Author)
• Format: Book
• Published: 2022-08-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/83499/1/S_MBS_1801130_Title.pdf; http://repository.upi.edu/83499/2/S_MBS_1801130_Chapter%201.pdf; http://repository.upi.edu/83499/3/S_MBS_1801130_Chapter%202.pdf; http://repository.upi.edu/83499/4/S_MBS_1801130_Chapter%203.pdf; http://repository.upi.edu/83499/5/S_MBS_1801130_Chapter%204.pdf; http://repository.upi.edu/83499/6/S_MBS_1801130_Chapter%205.pdf; http://repository.upi.edu/83499/7/S_MBS_1801130_Apendix.pdf
• Keywords: HF Commerce; L Education (General)

ABSTRAK Aneu Andiani (1801130) "Pengaruh Online Customer Reviews terhadap Willingness to Pay pada Generasi Z Pengguna Produk Kosmetik Halal di Ecommerce Shopee" di bawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. Penelitian ini dilakukan untuk memperoleh gambaran dan pengaruh online customer reviews terhadap willingness to pay pada Generasi Z pengguna produk kosmetik halal di e-commerce Shopee yang diwakili oleh brand Wardah, Make Over, dan Sariayu Martha Tilaar. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis penelitian ini adalah analisis Structural Equation Model (SEM) dengan menggunakan program AMOS for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran online customer reviews dan willingness to pay berada pada kategori baik, berpengaruh secara positif dan signifikan. Temuan pada penelitian ini menegaskan bahwa keberadaan online customer reviews pada e-commerce Shopee mampu menaikkan tingkat willingness to pay produk kosmetik halal, peneliti merekomendasikan agar industri kosmetik halal di Indonesia mempertahankan, mengelola, dan memaksimalkan keberadaan online customer reviews melalui usefulness, perceived helpfulness, content, timeliness, credibility source, dan volume. Kata kunci: Online Customer Reviews, Willingness to Pay ABSTRACT Aneu Andiani (1801130) "The Influence of Online Customer Reviews Towards Willingness to Pay on Z Generation of Halal Cosmetics Product User in Ecommerce Shopee" under the guidance of Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. and Lisnawati, S.Pd., M.M. This research was conducted to obtain an overview and influence of online customer reviews on willingness to pay on Generation Z users of halal cosmetic products at Shopee e-commerce represented by the Wardah, Make Over, and Sariayu Martha Tilaar brands. The type of research used is descriptive verification. The method used is simple random sampling with a sample size of 200 respondents. The analysis technique of this research is Structural Equation Model (SEM) analysis using the AMOS for windows program. The findings of this study indicate that online customer reviews and willingness to pay are in the good category, have a positive and significant effect. The findings in this study confirm that the existence of online customer reviews on e-commerce Shopee is able to increase the level of willingness to pay for halal cosmetic products, the researcher recommends that the halal cosmetic industry in Indonesia maintains, manages, and maximizes the presence of online customer reviews through usefulness, perceived helpfulness, content, timeliness, credibility source, and volume. Keywords: Online Customer Reviews, Willingness to Pay.