Detail Cantuman

Penelitian ini bertujuan untuk mengetahui dan menganalisis: 1) Pengaruh harga terhadap keputusan pembelian skincare wardah pada marketplace shopee.2)Pengaruh online customer review terhadap keputusan pembelian skincare wardah pada marketplace shopee. 3) Pengaruh harga dan online customer review secara simultan terhadap keputusan pembelian skincare wardah pada marketplace shopee.Populasi penelitian ini adalah orang yang pernah membeli skincare wardah pada marketplace shopee. Untuk pengambilan sampel digunakan teknik non probability sampling. Jumlah sampel penelitian ini adalah sebanyak 100 orang sampel. Hasil penelitian menemukan bahwa 1). Terdapat pengaruh yang positif dan signifikan variabel harga terhadap keputusan pembelian skincare wardah pada marketplace shopee dengan nilai signifikansi .000 (<0,05),2). Terdapat pengaruh yang positif dan signifikan variabel online customer review terhadap keputusan pembelian skincare wardah pada marketplace shopee dengan nilai signifikansi.000 (<0,05).3). Terdapat pengaruh yang positif dan signifikan variabel Harga dan Online Customer Review secara bersama-sama mempunyai pengaruh yang positif dan signifikan terhadap Keputusan Pembelian Skincare Wardah pada Marketplace Shopee, nilai F sebesar 239.079 dan nilai signifikansi .000 < (0,05). Koefisien determinasi untuk variabel bebasnya dilihat dari angka R Square adalah .831. Artinya, besarnya kontribusi semua variabel independen yang diteliti dalam penelitian ini adalah sebesar 83.10%.Selebihnya yaitu 16.90% lagi dipengaruhi variabel lain yang tidak diteliti pada penelitian ini.

Kata kunci:Keputusan Pembelian,Harga Dan Online Customer Review

This research aims to determine and analyze: 1) The influence of price on the decision to purchase Wardah skincare on the Shopee marketplace. 2) The influence of online customer reviews on the decision to purchase Wardah skincare on the Shopee marketplace. 3) The influence of price and online customer reviews simultaneously on the decision to purchase Svardah skincare on the Shopee marketplace. The population of this research is people who have previously purchased Wardah skincare on the Shopee marketplace. For sampling, non-probability sampling techniques were used. The sample size for this study was 100samples. The results of the study found that 1). There is a positive and significant influence of the price variable on the decision to purchase Wardah skincare on the Shopee marketplace with a significance value of 000 (<0.05). 2). There is a positive and significant influence of the online customer review variable on the decision to purchase Wardah skincare on the Shopee marketplace with a significance value of 000 (<0.05). 3). There is a positive and significant influence on the Price and Online Customer Review variables which together have a positive and significant influence on Wardah Skincare Purchase Decisions on the Shopee Marketplace, the F value is 239 079 and the significance value is 000 (0.05). The coefficient of determination for the independent variable seen from the R Square figure is 831. This means that the contribution of all the independent variables examined in this study is 83.10%. The remaining 16.90 is influenced by other variables not examined in this study.
Keywords:Purchasing Decisions, Price and Online Customers Reviews.