PENGARUH PERSEPSI HARGA DAN ULASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION WANITA SECARA ONLINE DI MARKETPLACE SHOPEE
Keywords
Persepsi Harga, Ulasan Pelanggan, Keputusan Pembelian, Marketplace, ShopeeAbstract
Abstract: Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga dan ulasan pelanggan terhadap keputusan pembelian produk fashion wanita secara online pada marketplace Shopee khususnya di Kota Makassar. Fenomena meningkatnya penggunaan e-commerce dalam memenuhi kebutuhan fashion mendorong konsumen untuk lebih selektif dalam mengambil keputusan pembelian, khususnya dengan mempertimbangkan harga dan ulasan pelanggan sebagai sumber informasi utama yang dapat memengaruhi kepercayaan dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei pada konsumen yang pernah melakukan pembelian produk fashion wanita di marketplace Shopee di Kota Makassar, dengan teknik pengumpulan data berupa kuesioner. Data penelitian dianalisis menggunakan aplikasi Statistical Product and Service Solutions (SPSS) melalui teknik analisis regresi linier berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Ulasan pelanggan juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini menunjukkan bahwa semakin baik persepsi konsumen terhadap harga dan semakin positif ulasan pelanggan, maka semakin tinggi pula keputusan pembelian produk fashion wanita secara online khususnya di Kota Makassar
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