Pengaruh Online Consumer Review, Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian

Yayah Fauziah · Franciscus Dwikotjo Sri Sumantyo · Hapzi Ali

10 citations0/0 files storedJurnal Komunikasi dan Ilmu Sosial

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Abstract: This study was used to measure the influence of online consumer reviews, product quality and price perceptions on purchasing decisions. This research was conducted in the Bekasi area, namely consumers who use Ventela shoes. The population in this study are consumers who are currently using or who have used Ventela shoes in the Bekasi area with an unknown number of 210 respondents. Data analysis techniques in this study using Partial Least Square and Hypothesis Testing. Data processing in this study using the SmartPLS 3.0 software program. Based on the results of this study, it is explained that; 1) Online consumer reviews have a positive and significant impact on purchasing decisions; 2) Product quality has a positive and significant effect on purchasing decisions; 3) Perception of price has a negative and insignificant effect on purchasing decisions. Abstrak: Penelitian ini di gunakan untuk mengukur pengaruh online consumer review, kualitas produk dan persepsi harga terhadap keputusan pembelian. Penelitian ini dilakukan di wilayah Bekasi yaitu konsumen yang menggunakan sepatu ventela. Populasi dalam penelitian ini adalah konsumen yang sedang menggunakan atau yang pernah menggunakan sepatu ventela di wilayah Bekasi yang berjumlah tidak diketahui dengan sampel 210 responden. Teknik analisis data dalam penelitian ini menggunakan Partial Least Square dan Uji Hipotesis. Pengolahan data dalam penelitian ini menggunakan program software SmartPLS 3.0. Berdasarkan hasil penelitian ini menjelaskan bahwa; 1) Online consumer review berpengaruh positif dan signifikan terhadap keputusan pembelian; 2) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian; 3) Persepsi harga berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian.

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