Faktor-Faktor Penentu Purchase Decision Pelanggan Shopee di Jakarta Barat

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Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26953
Keywords:
ulasan pelanggan online pemasaran media sosial kesadaran merek keputusan pembelian online customer review social media marketing brand awareness purchase decision

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Elsa Amanda
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstract

Aplikasi belanja online memiliki peran penting dalam kehidupan masyarakat era modern ini. Salah satu aplikasi belanja online yang sering digunakan oleh berbagai kalangan adalah Shopee. Dampak yang dihasilkan dari perkembangan ini adalah perubahan perilaku konsumen dalam menerapkan cara berbelanja yaitu secara online. Penelitian ini bertujuan untuk menguji secara empiris online customer review, social media marketing, dan brand awareness terhadap purchase decision. Sebanyak 100 responden yang merupakan pelanggan Shopee di Jakarta Barat yang menggunakan dan pernah membeli produk di Shopee berhasil dikumpulkan melalui kuesioner online berupa google form dengan teknik pengumpulan sampel yang digunakan adalah non-probability sampling dan pengambilan data menggunakan teknik purposive sampling, kemudian data diolah menggunakan metode PLS-SEM. Hasil pengujian hipotesis menunjukkan bahwa online customer review, social media marketing, dan brand awareness memberikan pengaruh positif dan signifikan terhadap purchase decision.
 

Online shopping applications have an important role in the life of this modern era society. One of the online shopping applications that is often used by various groups is Shopee. The resulting impact of this development is a change in consumer behavior in implementing the way of shopping, namely online. This study aims to empirically test online customer reviews, social media marketing, and brand awareness of purchase decisions. A total of 100 respondents who are Shopee customers in West Jakarta who use and have purchased products at Shopee were successfully collected through an online questionnaire in the form of a google form with the sample collection technique used is non-probability sampling and data collection using purposive sampling technique, then the data is processed using the PLS-SEM method. The results of hypothesis testing show that online customer reviews, social media marketing, and brand awareness have a positive and significant influence on purchase decisions.

Article Details

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Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Elsa Amanda, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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