Pengaruh Harga dan Online Customer Review terhadap Keputusan Pembelian Produk The Originote di Marketplace Shopee

Innayah Ayu Safitri; Roy Irawan; Yandri Ahmad Rifandi

doi:10.61132/maeswara.v4i3.2631

Authors

Innayah Ayu Safitri Universitas Bina Sarana Informatika
Roy Irawan Universitas Bina Sarana Informatika
Yandri Ahmad Rifandi Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/maeswara.v4i3.2631

Keywords:

Consum, Online Customer Review, Price, Purchase Decisions, Shopee Marketplace

Abstract

This study aims to find out the effect of Price and Online Customer Reviews on the Purchase Decisions of The Originote products on the Shopee marketplace. This research uses a quantitative statistical method. The population of this study is consumers who have purchased The Originote products on the Shopee marketplace. The research sample consists of 100 respondents, selected using a purposive sampling technique with the Lemeshow approach. Data were collected through the distribution of questionnaires using a Likert scale and analyzed with the help of IBM SPSS Statistics Version 25. The analysis techniques used include data quality tests, classical assumption tests, hypothesis tests, coefficient of determination, and multiple linear regression analysis. The results of the hypothesis test through the t-test (partial) showed that the price variable (X1) had a t-count of 7.218 > t-table 1.985 with a significance value of 0.000 < 0.05. The online customer review variable (X2) had a t-count of 8.019 > t-table 1.985 with a significance value of 0.000 < 0.05. Meanwhile, the F-test (simultaneous) results showed an F-count of 257.951 > F-table 3.09 with a significance value of 0.000 < 0.05. Therefore, it can be concluded that both price (X1) and online customer reviews (X2) simultaneously have a significant effect on the Purchase Decision (Y) for The Originote products on the Shopee marketplace.

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