Pengaruh harga dan online consumer review terhadap keputusan pembelian case handphone pada marketplace Shopee (studi pada mahasiswa Surabaya)

effect of prices and online consumer reviews on cell phone case purchase decisions in the Shopee marketplace (study of Surabaya students)

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 pembelian case handphone pada marketplace Shopee (studi pada mahasiswa Surabaya). 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 pembelian. Online consumer reviews berpengaruh secara signifikan terhadap keputusan pembelian. Secara simultan, harga dan online consumer reviews berpengaruh signifikan terhadap keputusan pembelian case handphone pada Marketplace Shopee (studi pada mahasiswa Surabaya).

Kata Kunci : Harga, online consumer review, keputusan pembelian

The advanced of information and communication technology supported the growth of more modern ways of spending. This was proved by a variety of phenomena that occur in society, one of which is traditional shopping that turned into online shopping. Many factors for purchasing decisions were taken, some of them include price and online consumer reviews. The purpose of this study was to determine the effect of prices and online consumer reviews on the decision to purchase a cellphone case in the Shopee marketplace (Subject: Surabaya students).In this research, the population count are infinite. The sample of this study was 210 respondents. The independent variable consists of price and online consumer review while the dependent variable is a purchasing decision that is measured using multiple linear regression. The results of this study show that prices have a significant effect on purchasing decisions. Online consumer review have a significant effect on purchasing decisions. Simultaneously, price and online consumer reviews have a significant effect on the decision to purchase a cellphone case at Marketplace Shopee (Subject: Surabaya students).                                                                                                            

 Keywords: Price, online consumer reviews, purchasing decisions