Determinan keputusan pembelian di Shopee: online customer review, brand image dan promosi

Bima, Ilham; Nurfarida, Iva Nurdiana; Sarwoko, Endi

doi:10.21067/mbr.v5i2.5554

Cited by 2 publications

(1 citation statement)

References 13 publications

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“…Konsumen akan menilai bagaimana tanggapan dari konsumen lain tentang produk tersebut yang mana hal ini lebih bisa dipercaya karena informasinya lebih nyata dan tidak di buat-buat. Sehingga, hipotesis 2 yang menyatakan bahwa conformational online influence berpengaruh pada online buying decision didukung yang mana hal ini menjadi relevan dengan penelitian yang telah di lakukan oleh Fernandes et al (2021), (Mican & Taut, 2020), (Hidayati, 2018), (Bima et al, 2021), (Latief & Ayustira, 2020), (Aini & Julianti, 2019), (Ardianti & Widiartanto, 2020), (Mulyana, 2021), (Melati & Dwijayanti, 2020), yang menyatakan bahwa review dari konsumen berpengaruh pada keputusan pembelian.…”

Section: Pengaruh Confirmational Online Influence Pada Online Buying ...unclassified

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

Noviantari

Wibowo

Primartono

et al. 2022

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Abstract The ability of producers to understand the factors that encourage consumers to make purchases online is one of the basic things that must be learned in order to be able to face the intense competition in today's digital era. This study examines the effect of evidential, confirmational and experientia lonline influence on online buying decisions which are moderated by positive product knowledge. There were 132 samples which were collected by distributing questionnaires through Google Form. The analytical method applied is regression analysis to test the direct relationship and subgroup analysis to test moderation. The results of this study state that confirmational and experiential directly have a significant effect on online buying decisions. Positive product knowledge is stated to be able to moderate the relationship between confirmational and experiential on online buying decisions. Meanwhile, evidential online influence directly or moderated by positive product knowledge has no effect on online buying decisions. Keywords: Evidential, Confirmational, Experiental, Product Knowledge, Buying Decision. Abstrak Kemampuan produsen dalam memahami faktor yang mendorong konsumen dalam melakukan pembelian secara online, menjadi salah satu hal dasar yang harus dipelajari guna dapat menghadapi ketatnya persaingan di era digital saat ini. Penelitian ini menguji tentang pengaruh evidential, confirmational dan experiential online influence pada online buying decision yang dimoderasi oleh positive product knowledge. Terdapat 132 sampel yang dikumpulkan dengan menyebarkan kuesioner melalui Google Form. Metode analisis yang diterapkan adalah analisis regresi untuk menguji hubungan langsung dan analisis sub group untuk menguji moderasi. Hasil dari penelitian ini menyatakan bahwa confirmational dan experiential secara langsung berpengaruh signifikan pada online buying decision. Positive product knowledge dinyatakan dapat memoderasi hubungan antara confirmational dan experiential pada online buying decision. Sedangkan, evidential online influence secara langsung maupun dimoderasi oleh positive product knowledge tidak berpengaruh pada online buying decision. Kata Kunci: Evidential, Confirmational, Experiential, Pemahaman Produk, Keputusan Pembelian.

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Section: Pengaruh Confirmational Online Influence Pada Online Buying ...unclassified

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

Noviantari

Wibowo

Primartono

et al. 2022

View full text Add to dashboard Cite

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Online Reviews and Ratings Shape Purchasing Decisions in Indonesian E-Commerce

Oetarjo¹,

Rohim²,

Firdaus³

et al. 2023

Advances in Social Science, Education and Humanities Research

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This study aims to investigate the effect of risk perception, online customer reviews, and ratings on consumer purchasing decisions in Sidoarjo, Indonesia, using the Tokopedia application. The study employs an associative quantitative approach, and data is collected from 96 purposively sampled respondents through questionnaires. The results show that risk perception, online customer reviews, and ratings have a significant influence on consumer purchasing decisions through the Tokopedia marketplace. The findings suggest the importance of online customer reviews and ratings in shaping consumer perceptions of purchase risk and influencing their purchasing decisions. The study has implications for e-commerce platforms and fintech companies to focus on improving the quality of customer reviews and ratings to increase consumer trust and confidence in making online purchases.

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Determinan keputusan pembelian di Shopee: online customer review, brand image dan promosi

Cited by 2 publications

References 13 publications

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

Pengaruh Sumber Informasi Pada Keputusan Pembelian Yang Di Moderasi Positive Product Knowledge

Online Reviews and Ratings Shape Purchasing Decisions in Indonesian E-Commerce

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