PENGARUH PERSEPSI HARGA DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survei pada konsumen Erigo Official Shop Shopee.co.id di Kota Tasikmalaya)
DOI:
https://doi.org/10.22441/jdm.v6i2.21900Keywords:
persepsi harga, ulasan produk, keputusan pembelian onlineAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan ulasan produk terhadap keputusan pembelian online pada Erigo Official Shop Shopee.co.id di Kota Tasikmalaya. Metode penelitian yang digunakan adalah kuantitatif dengan penelitian kausalitas dan pendekatan survei. Populasi dalam penelitian ini tidak diketahui dan sampel diambil sebanyak 100 responden dengan rumus lemeshow. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data diperoleh dengan menggunakan instrumen kuesioner. Metode analisis data dalam penelitian ini yaitu uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, analisis koefisien korelasi, analisis koefisien determinasi, uji F, dan uji t. Perhitungan data menggunakan software SPSS 25. Hasil penelitian menunjukan bahwa persepsi harga dan ulasan produk berpengaruh signifikan terhadap keputusan pembelian online di Erigo Official Shop Shopee.co.id Kota Tasikmalaya. Persepsi harga berpengaruh signifikan terhadap keputusan pembelian online di Erigo Official Shop Shopee.co.id Kota Tasikmalaya. Ulasan produk tidak berpengaruh signifikan terhadap keputusan pembelian online di Erigo Official Shop Shopee.co.id Kota Tasikmalaya.
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