Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Shopee Di Pekanbaru

Mulyana, Sri

doi:10.35446/dayasaing.v7i2.665

Cited by 22 publications

(25 citation statements)

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“…H5 has been proven statistically that online customer review positively and significantly affects the purchase decision. This finding aligns with previous research by (Mulyana, 2021), (Ilmiyah & Krishernawan, 2020), and (Mita, Pranatasari, & Kristia, 2021) that online customer review has a positive effect on purchase decision.…”

Section: Resultssupporting

confidence: 92%

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Aditya

Siregar

Sari

2022

jdmb

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The purpose of this research is to measure the influence between 1) E-Service Quality towards Purchase Intention, 2) Online Customer Review towards Purchase Intention, 3) Online Customer Review towards Purchase Decisions, 4) E-Service Quality towards Purchase Decisions, and 5) Purchase Intention towards Purchase Decision, and also to find the implications in each influence. Data collection method by using electronic questionnaire through Google Forms. Research object is Jakarta citizen that has accessed or completed at least one transaction in Tokopedia e-commerce with research conducted in April 2022 until July 2022. There are 200 samples that were analyzed using research design of Structural Equation Model (SEM) with AMOS software to process and analyze research results. Result shows that there are positive and significant effects for all of the proposed hypotheses. Result implies that even though e-Service Quality, Online Customer Reviews, and Purchase Intention, has positive and significant effects towards Purchase Decision, Tokopedia could still improves their services in several aspect such as protecting consumer purchasing behavior, increasing customer review frequency, increasing awareness for intention to purchase, and increasing overall services.

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Section: Resultssupporting

confidence: 92%

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Aditya

Siregar

Sari

2022

jdmb

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“…Hasil penelitian menunjukkan bahwa keputusan konsumen berdampak positif dan tidak signifikan terhadap kepuasan konsumen, yang mengindikasikan bahwa secara kecenderungan terdapat keselarasan antara perubahan pada keputusan pembelian dan kepuasan konsumen, namun demikian secara langsung keputusan untuk membeli tidak serta merta akan mendorong kepuasan konsumen. Hasil ini menunjukkan nilai yang bertolak belakang dengan penelitian yang dilakukan oleh (Ningsih et al, 2022;Prasad et al, 2019;Rachmawati et al, 2019;Shrestha, 2023;Tarigan et al, 2023;Wijayanto et al, 2023) Secara praktis, dapat dikatakan bahwa adanya keputusan yang diambil oleh seorang konsumen terhadap suatu produk tidak serta merta akan memberikan hasil yang sesuai dengan realitas yang didapatkan. Hal ini dapat terjadi dikarenakan adanya sikap rasional dari konsumen dalam melakukan penilaian, alih-alih menjadi seorang konsumen yang bersikap emosional (melakukan penilaian karena kedekatan atau adanya senimental issue).…”

Section: Pengaruh Keputusan Konsumen Terhadap Kepuasan Konsumen Resta...unclassified

Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian dan Kepuasan Konsumen Restaurant Tradisional Pekanbaru

Pratiwi

Junaidi

2023

jbe

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The culinary industry in Indonesia, especially in the city of Pekanbaru, will be increasingly competitive every year. With increasingly competitive competition, culinary business actors must change their business orientation from product centric to customer centric, namely not only focusing on serving delicious food but also maintaining customer satisfaction in a holistic manner. Word of Mouth and Brand Image are believed to be able to influence purchasing decisions so as to create customer satisfaction. The purpose of this study was to determine the effect of Word of Mouth and Brand Image on Purchasing Decisions and Consumer Satisfaction in Legendary Culinary in Pekanbaru. This study uses a quantitative approach. The sample in the study were 112 people who had made purchases at one of the research objects, namely Pondok Patin HM Yunus, Kim Teng Coffee Shop, Paku Onen Ketupat Gulai Shop, and Pak Jenggot's Cendol Ice. Sampling using non-probability sampling method and convenience sampling technique. The research instrument used a questionnaire and was analyzed using Structural Equation Modeling (SEM) with the Partial-Least Square approach (PLS-SEM). The results of this study indicate that there are differences in the results of the influence of Brand Image (positive) and Word of Mouth (negative) on Decision Purchase. Purchasing decisions have a positive effect on consumer satisfaction and mediate the influence of Word of Mouth and Brand Image on consumer satisfaction with purchasing decisions as an intervening variable. With this research, it is hoped that traditional restaurants will be able to maintain the Generation X market and penetrate the Generation Y and Z markets which are more technologically adaptive.

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“…Konsumen akan menilai bagaimana tanggapan dari konsumen lain tentang produk tersebut yang mana hal ini lebih bisa dipercaya karena informasinya lebih nyata dan tidak di buat-buat. Sehingga, hipotesis 2 yang menyatakan bahwa conformational online influence berpengaruh pada online buying decision didukung yang mana hal ini menjadi relevan dengan penelitian yang telah di lakukan oleh Fernandes et al (2021), (Mican & Taut, 2020), (Hidayati, 2018), (Bima et al, 2021), (Latief & Ayustira, 2020), (Aini & Julianti, 2019), (Ardianti & Widiartanto, 2020), (Mulyana, 2021), (Melati & Dwijayanti, 2020), yang menyatakan bahwa review dari konsumen berpengaruh pada keputusan pembelian.…”

Section: Pengaruh Confirmational Online Influence Pada Online Buying ...unclassified

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

Noviantari

Wibowo

Primartono

et al. 2022

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Abstract The ability of producers to understand the factors that encourage consumers to make purchases online is one of the basic things that must be learned in order to be able to face the intense competition in today's digital era. This study examines the effect of evidential, confirmational and experientia lonline influence on online buying decisions which are moderated by positive product knowledge. There were 132 samples which were collected by distributing questionnaires through Google Form. The analytical method applied is regression analysis to test the direct relationship and subgroup analysis to test moderation. The results of this study state that confirmational and experiential directly have a significant effect on online buying decisions. Positive product knowledge is stated to be able to moderate the relationship between confirmational and experiential on online buying decisions. Meanwhile, evidential online influence directly or moderated by positive product knowledge has no effect on online buying decisions. Keywords: Evidential, Confirmational, Experiental, Product Knowledge, Buying Decision. Abstrak Kemampuan produsen dalam memahami faktor yang mendorong konsumen dalam melakukan pembelian secara online, menjadi salah satu hal dasar yang harus dipelajari guna dapat menghadapi ketatnya persaingan di era digital saat ini. Penelitian ini menguji tentang pengaruh evidential, confirmational dan experiential online influence pada online buying decision yang dimoderasi oleh positive product knowledge. Terdapat 132 sampel yang dikumpulkan dengan menyebarkan kuesioner melalui Google Form. Metode analisis yang diterapkan adalah analisis regresi untuk menguji hubungan langsung dan analisis sub group untuk menguji moderasi. Hasil dari penelitian ini menyatakan bahwa confirmational dan experiential secara langsung berpengaruh signifikan pada online buying decision. Positive product knowledge dinyatakan dapat memoderasi hubungan antara confirmational dan experiential pada online buying decision. Sedangkan, evidential online influence secara langsung maupun dimoderasi oleh positive product knowledge tidak berpengaruh pada online buying decision. Kata Kunci: Evidential, Confirmational, Experiential, Pemahaman Produk, Keputusan Pembelian.

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Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Shopee Di Pekanbaru

Cited by 22 publications

References 0 publications

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian dan Kepuasan Konsumen Restaurant Tradisional Pekanbaru

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

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