Fitri, Annisa Desya (2026) Pengaruh Ulasan Dan Rating Toko Pada Produk Fashion Terhadap Tingkat Kepercayaan Konsumen Dalam Berbelanja Online (Studi Kasus Pada Gen Z Di Kabupaten Jember). Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
The development of the fashion industry in the digital era has increased significantly along with the rapid growth of e-commerce in Indonesia. The intense competition among online stores highlights the importance of building consumer trust as a key factor in purchasing decisions. This study aims to determine and analyze the influence of customer reviews and store ratings on consumer trust in online shopping among Generation Z in Jember Regency. This research employed a quantitative approach with a total sample of 100 respondents. The results show that customer reviews and store ratings simultaneously have a significant effect on consumer trust, with a value of 62.315. Partially, customer reviews have a positive and significant effect on consumer trust with a value of 5.432, while store ratings also have a positive and significant effect on consumer trust with a value of 4.876. The coefficient of determination (R²) value of 0.562 indicates that 56.2% of the variation in consumer trust can be explained by customer reviews and store ratings, while the remaining 43.8% is influenced by other factors outside this study such as price, product quality, promotion, and brand image
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Ulasan, Rating Toko, Kepercayaan Konsumen, Generasi Z, E-Commerce | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 571 - Manajemen 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 574 - Pemasaran 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 577 - Manajemen Informatika |
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| Divisions: | Jurusan Bisnis > Prodi D4 Bisnis Digital (PSDKU Bondowoso) > Tugas Akhir | ||||||
| Depositing User: | Annisa Desya Fitri | ||||||
| Date Deposited: | 13 Apr 2026 01:17 | ||||||
| Last Modified: | 13 Apr 2026 01:20 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/55471 |
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