PENGARUH PROMOTION, ONLINE CUSTOMER REVIEW DAN PRICE CONSCIOUSNESS TERHADAP PURCHASE INTENTION PADA PENGGUNA SHOPEE DI SOLO RAYA
DOI:
https://doi.org/10.61722/jiem.v2i9.2506Keywords:
Price Consciousness; Promotion; Purchase Intention; Online Customer Review; ShopeeAbstract
This research aims to determine the influence of promotion, online customer reviews, and price consciousness on repurchase intention among Shopee users in Solo Raya. The independent variables used in this research are Promotion (X1), Online Customer Review (X2), and Price Consciousness (X3) and Purchase Intention as the dependent variable. The data in this research is primary data taken using a questionnaire distributed via Google Form to social media via direct message. The population of this research is consumers who have shopped using Shopee in Solo Raya. Sampling was carried out using Non-Probability Sampling with purposive sampling technique. The total sample was 90 respondents. The data analysis technique used is multiple linear regression analysis with partial results or t test showing that the Promotion (X1) and Online Customer Review (X2) variables have a calculated t value > t table 1.98793 and a significance value smaller than 0.05. so that the variables promotion and online customer reviews have a significant positive influence on purchase intention among Shopee users in Solo Raya. Meanwhile, the variable Price Consciousness (X3) has t count < t table -1.98793 and a significance value greater than 0.05, so the price consciousness variable is among Shopee users in Solo Raya.
References
Anggrahini, M. &. (2017). Pengaruh Promosi, Lokasi, Ulasan Produk, Dan Kemudahan Penggunan Aplikasi Terhadap Minat Beli Ulang Di Shopeefood. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 375–385. https://doi.org/10.36441/snpk.vol2.2023.143
Arhdiyansyah, N. &. (2021). Pengaruh Daya Tarik Iklan Dan Online Customer Review Terhadap Minat Beli Pada Masyarakat Skripsi Oleh : Wira Hayati Putri Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Medan Area Medan Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh.
Et.al, A. A. N. (2022). Pengaruh Product Quality, Price Dan Promotion Terhadap Purchase Intention Baju Distro (Studi Kasus Distro Modern Edge Batu). Jurnal Ilmiah Riset Manajemen, 10(8), 10–21.
Et.al, A. F. R. (2022). Pengaruh E-Service Quality, Online Customer Rating Dan Price Consciousness Terhadap Repurchase Intention Pada Pengguna Shopeefood Di Kota Surakarta. Jurnal Riset Ilmu Ekonomi, 3(1), 23–35. https://doi.org/10.23969/jrie.v3i1.45
Et.al, L. (1993). Pengaruh Store Image, Price Consciousness, Interpersonal Influence dan Online Advertising Terhadap Purchase Intention di Showroom Mobil Bekas Berkat Motor. Agora, 9(2), 1–6. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/11741/10342
Ghozali. (2018a). Bab iii metoda penelitian 3.1. Bab III Metoda Penelitian, Bab iii me, 1–9.
Ghozali. (2018b). BAB III METODE PENELITIAN 3.1. Gambaran Umum Objek Penelitian. 82–96.
Ghozali. (2021). Pengaruh Dewan Komisaris, Kepemilikan Manajerial, Profitabilitas, Leverage, dan Intensitas Aset Tetap terhadap Manajemen Pajak pada Perusahaan Manufaktur yang terdaftar di Bursa Efek Indonesia Periode 2017-2020. 126–129.
Ivansyah, N. F., Novitaningtyas, I., Manajemen, P. S., Ekonomi, F., Tidar, U., & Shop, T. (n.d.). Pengaruh Harga Dan Promosi Live Selling. 16(2), 107–121.
Kala. (2021). Pengaruh Online Customer Review, Word of Mouth, and Price Consciousness Terhadap Minat Beli Di Shopee. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(3), 435–448. https://doi.org/10.37606/publik.v9i3.345
Prayoga & Ishaq. (2021). Pengaruh Celebrity Endorser, Brand Image, Online Customer Review Dan E-Trust Terhadap Keputusan Pembelian pada Marketplace Shopee. Reslaj : Religion Education Social Laa Roiba Journal, 4(4), 1030–1043. https://doi.org/10.47467/reslaj.v4i4.1055
Setiobudi, K. I. B. & A. (2021). Pengaruh Kualitas Produk, Price Consciousness, Status Consumption, Dan Inovasi Produk Terhadap Minat Beli Produk T’Nuners. 8, 63.
Setyarini, L. D. (2022). Pengaruh Promosi, Persepsi Kemudahan, Dan Online Customer Review Terhadap Mminat Beli Pada E-Commerce Ttiktok Shop (Studi Kasus Pada Mahasantri Ma’had al-Jami’ah UIN Salatiga). Skripsi, 1–23.
Sugiyono. (n.d.). Metode Penelitian. Bab III Metoda Penelitian, Bab iii me, 1–9.
Sugiyono. (2018). 済無No Title No Title No Title. July, 1–23.
Syarifah dan Kaaryaningsih. (2021). Pengaruh Gaya Hidup, Online Customer Review Dan E-Wom Terhadap Keputusan Pengguna Aplikasi Ovo Di Solo Raya. Jurnal Bintang Manajemen (JUBIMA), 1(3), 241–256. https://doi.org/10.55606/jubima.v1i3.1892
Wibowo, N. &. (2020). “Pengaruh Importance Location, Store Atmosphere, Dan Promotion Terhadap Keputusan Pembelian Pakaian Di Distro Divine Cloth Ponorogo” (Studi Kasus pada Pelanggan Distro Divine Cloth Ponorogo). 4(1), 1–23.
William NIgel Wibowo dan Sesilya Kempa. (2021). Pengaruh Store Image, Price Consciousness, Interpersonal Influence dan Online Advertising Terhadap Purchase Intention di Showroom Mobil Bekas Berkat Motor. Agora, 9(2), 1–6. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/11741/10342
Yessy, K. D. &. (2020). Pengaruh Citra Merek,Pelayana,Promosi Keputusan Pembelian. Paper Knowledge . Toward a Media History of Documents, 12–26.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
