PENGARUH HARGA DAN CUSTOMER REVIEW

TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION WANITA DI ONLINE MARKETPLACE

(STUDI KASUS PADA KONSUMEN DI SURABAYA)

PRICE INFLUENCE AND CUSTOMER REVIEW

TO PURCHASE DECISIONS FOR WOMEN'S FASHION PRODUCTS ON ONLINE MARKETPLACE

(CASE STUDY ON CONSUMERS IN SURABAYA)

Abstrak

Tujuan dari penelitian ini adalah mengetahui pengaruh harga dan customer review terhadap keputusan pembelian produk fashion wanita di online marketplace. Populasi yang dipakai ialah masyarakat Surabaya yang pernah melakukan pembelian barang fashion pada online marketplace. Sampel yang dipakai 100 responden dan memakai purposive sampling. Menggunakan Regresi Linier Berganda, dan memkai aplikasi SPSS 23. Hasil penelitian menunjukkan bahwa harga secara parsial ada pengaruh pada keputusan pembelian produk fashion di online marketplace. Customer review dengan parsial ada pengaruh pada keputusan pembelian prodk fashion di online marketplace serta harga dan customer review dengan simultan memiliki pengaruh pada keputusan pembelian di online marketplace.

Kata Kunci: Customer Review; Harga; Keputusan Pembelian; Online Marketplace

Abstract

The purpose of this study was to determine the effect of price and customer reviews on purchasing decisions for women's fashion products in the online marketplace. The population used is the people of Surabaya who have made purchases of fashion goods on the online marketplace. The sample used was 100 respondents and used purposive sampling. Using Multiple Linear Regression, and using the SPSS 23 application. The results show that price partially has an influence on purchasing decisions for fashion products in the online marketplace. Partial customer reviews have an influence on purchasing decisions for fashion products in the online marketplace and prices and customer reviews simultaneously have an influence on purchasing decisions in the online marketplace.

Keywords: Customer Review; Online Marketplace; Price; Purchase Decision