Pengaruh Consumer Review Terhadap Keputusan Pembeli Terhadap Toko Online Shopee

Authors

  • Dwi Ika Sugiarti Universitas Panca Sakti Bekasi, Indonesia
  • Rhoma Iskandar Universitas Panca Sakti Bekasi, Indonesia

DOI:

https://doi.org/10.59188/jurnalsostech.v1i9.195

Keywords:

Toko Online Shopee, Consumer Review, Keputusan Pembeli

Abstract

Kemajuan era teknologi informasi dan komunikasi mendukung cara belanja konsumen yang semakin modern. Hal ini sesuai dengan berbagai kejadian yang ada di masyarakat, salah satunya belanja tradisional yang berubah menjadi belanja online. Banyak faktor pengambilan keputusan pembelian antara lain yaitu harga dan online consumer review. Tujuan penelitian untuk mengetahui pengaruh harga dan online consumer review terhadap keputusan pembeli toko online  Shopee. Populasi dalam penelitian ini berjumlah infinite. Sampel dalam penelitian berjumlah 210 responden. Variabel bebas terdiri dari harga dan online consumer review sedangkan variabel terikat keputusan pembelian yang diukur menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa harga berpengaruh secara signifikan terhadap keputusan pembeli. Online consumer review berpengaruh secara signifikan terhadap keputusan pembeli. Secara simultan, harga dan online consumer review berpengaruh signifikan terhadap keputusan pembeli toko online Shopee (Studi pada Mahasiswa Bekasi).

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Published

2021-09-15

How to Cite

Ika Sugiarti, D. ., & Iskandar, R. . (2021). Pengaruh Consumer Review Terhadap Keputusan Pembeli Terhadap Toko Online Shopee. Jurnal Sosial Teknologi, 1(9), 954–962. https://doi.org/10.59188/jurnalsostech.v1i9.195

Issue

Vol. 1 No. 9 (2021): Jurnal Sosial dan Teknologi

Section

Articles

License

Copyright (c) 2021 Dwi Ika Sugiarti, Rhoma Iskandar

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