Pengaruh Kualitas Produk, Persepsi Harga, Social Media Marketing, Online Customer Review Terhadap Keputusan Pembelian
(Studi Pada Konsumen Produk Fashion Jiniso di Marketplace Shopee)
DOI:
https://doi.org/10.32477/jkb.v32i2.944Keywords:
Kualitas Produk, Persepsi Harga, Social Media Marketing, Online Customer Review, Keputusan PembelianAbstract
The development of the internet has significantly transformed nearly all aspects of human life, especially in shopping habits. This phenomenon is reflected in the shift from conventional or offline shopping to online shopping, driven by advances in digital technology. Consequently, this has created competition between online and offline retailers in their efforts to maintain and expand their market share. Therefore, effective marketing strategies are needed to reach consumers maximally and enhance purchasing decisions. The aim of this study is to examine and analyze how product quality, price perception, social media marketing, and online customer reviews influence purchasing decisions. The consumers of Jiniso fashion products are the subjects of this study. This research is quantitative and uses purposive sampling technique. The sample consists of 100 respondents, obtained through a Google Forms questionnaire. In this research, data testing techniques include validity testing with factor analysis based on KMO and loading factor values, as well as reliability testing with Cronbach's alpha analysis. Data analysis in this study uses multiple linear regression tests, the coefficient of determination, F-test, and t-test. Data is processed using IBM SPSS 26 software. The research results indicate that product price perception, product quality, social media marketing, and online customer reviews have a positive and significant influence on purchasing decisions.
References
Arief Ardiansyah, M., & Soliha, E. (2022). YUME: Journal of Management Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Vario 150cc di Desa Demaan Kota Jepara. YUME: Journal of Management, 5(1), 339–349. https://doi.org/10.37531/yume.vxix.234
Annur, C. (2022). Ini Situs E-Commerce dengan Pengunjung Terbanyak per Agustus 2022. https://databoks.katadata.co.id/datapublish/2022/09/20/ini-situs-e-commercedengan-pengunjung-terbanyak-per-agustus-2022
Daga, R. (2017). Citra, Kualitas Produk, dan Kepuasan Pelanggan. Global RCI.
Genelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill Companies.
Ghozali, I. (2018). Aplikasi Analisi Multivariate dengan Progam IBM SPSS 25. Universitas Diponegoro.
Harjadi, D., & Arraniri, I. (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan Pelanggan Generasi Milenial (F. A. Pratama & F. Saefullah, Eds.). Insania.
Hasna Nadiya, F., & Wahyuningsih, S. (2020). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Fashion 3second Di Marketplace (Studi Pada Mahasiswa Pengguna Fashion 3second Di Kota Semarang). http://prosiding.unimus.ac.id
Indrawati, F., Eko Julianto, D., & Dwi Handini, Y. (2023). Pengaruh Sosial Media Marketing dan Influencer Marketing terhadap Keputusan Pembelian Konsumen (Studi pada Konsumen Produk Kosmetik Wardah di Kabupaten Jember).
Kamisa, N.’, Devita P, A., & Novita, D. (2022). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPERCAYAAN KONSUMEN (Studi kasus: Pengguna Shopee di Bandar Lampung). In JEB. Journal of Economic and Business Research (Vol. 2, Issue 1). http://jurnal.teknokrat.ac.id/index.php/JEB
Kevin, A., Wahab, Z., & Shihab, M. S. (2020). The Impact of Online Consumer Reviews Dimension on Online Purchase Intentions in Tokopedia. International Journal of Scientific and Research Publications (IJSRP), 10(1), p9761. https://doi.org/10.29322/ijsrp.10.01.2020.p9761
Khofifah, S., & Supriyanto, A. (2022). Pengaruh Labelisasi Halal, Citra Merek, Online Customer Review, Selebrity Endorsement, dan Perceived Advertising Value Terhadap Keputusan Pembelian Produk Kosmetik Yang Bersertifikat Halal. Jurnal Manajemen Dan Penelitian Akuntansi (JUMPA)1, 15(1), 1–15.
Khoiru Amalia, I., & Maskur, A. (2020). Pengaruh Kualitas Produk, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus Rocket Chicken Cabang Kabupaten Kendal). Jurnal Ekonomi & Ekonomi Syariah, 3(1). https://doi.org/10.36778/jesya.v3i1.66
Lestari & Widjanarko, (2023). Pengaruh Citra Merek, Persepsi Harga, dan E-Word of Mouth Terhadap Keputusan Pembelian Produk Fashion Jiniso.id di Marketplace Shopee. Jurnal Economia.
Made, N., Dewi, P., Imbayani, G. A., & Ribek, P. K. (2021). PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI E-WORD OF MOUTH PADA GIVANDA STORE DENPASAR. Jurnal Emas, 2, 28–42. www.validnews.id,
Martini, A. N., Feriyansyah, A., & Venanza, S. (2021). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Oppo di Kota Pagar Alam. JURNAL AKTIVA: RISET AKUNTANSI DAN KEUANGAN, 2(3), 132–142.
Nabilah, I., Fadhli Nursal, M., & Wulandari, D. S. (2023). PERAN INFLUENCER DALAM KONTEN MARKETING DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MAYBELLINE. Jurnal Economina, 2(10), 2791–2805. https://doi.org/10.55681/economina.v2i10.904
Narayana, K. G. S., & Rahanatha, G. B. (2020). PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen Universitas Udayana, 9(5), 1962. https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
Putri, L., & Wandebori, H. (2016). FACTORS INFLUENCING COSMETICS PURCHASE INTENTION IN INDONESIA BASED ON ONLINE REVIEW.
Puspitasari, D., & Widyasari, S. (2023). THE INFLUENCE OF TRUST, EASE OF USE, AND ONLINE CONSUMER REVIEW ON CONSUMER PURCHASE DECISIONS (Study on TikTok Shop Users in Rembang City) under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(03), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Ramadan, F., Hafid, H., & Muhammadiyah, S. (2021). Pengaruh online customer review dan e-service quality terhadap keputusan pembelian melalui marketplace. FORUM EKONOMI, 23(3), 405–412. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Sugiyono. (2013). METODE PENELITIAN KUANTITATIF, KUALITATIF DAN R&D. ALFABETA, Cv.
Syamsidar, R., & Soliha, E. (2019). Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee and Tea di Gemawang, Kabupaten Semarang). In JBE (Vol. 26, Issue 2). https://www.unisbank.ac.id/ojs;
Tjiptono, F. (2008). Strategi Pemasaran (F. Tjiptono, Ed.). Andi offset.
Welsa, H., Dwi Cahyani, P., & Alfian, M. (2022). Pengaruh online customer review, social media marketing dan kemudahan terhadap keputusan pembelian secara online melalui marketplace. In Online) JURNAL MANAJEMEN (Vol. 14, Issue 2).
Yuliana, S., & Maskur, A. (2022). Pengaruh Kualitas Produk, Persepsi Harga, Kualitas Layanan Dan Lokasi Terhadap Keputusan Pembelian (Studi Pada Pelanggan Sinestesa Coffeeshop Pati). SEIKO: Journal of Management & Business, 5(1), 559–573. https://doi.org/10.37531/sejaman.v5i1.1772
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Putri Kemalasari, Suzy Widyasari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
