We can't find the internet
Attempting to reconnect
Something went wrong!
Hang in there while we get back on track
Pengaruh Persepsi Harga, Kualitas Produk dan Word of Mouth Terhadap Keputusan Pembelian (Studi pada Konsumen Online Shop Tokopedia)
Summary
Researchers investigated how price perception, product quality, and word-of-mouth marketing influence consumer purchasing decisions on the Tokopedia e-commerce platform, analyzing behavioral factors shaping online buying choices in Indonesia's growing digital marketplace.
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas produk, dan pemasaran dari mulut ke mulut (word of mouth) terhadap keputusan pembelian konsumen pada platform e-commerce Tokopedia. Dalam era digital yang semakin berkembang, memahami faktor-faktor yang memengaruhi perilaku konsumen menjadi hal yang krusial bagi perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner online kepada 113 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Square (SmartPLS). Hasil penelitian menunjukkan bahwa ketiga variabel independen, yaitu harga, kualitas produk, dan word of mouth, berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk memberikan pengaruh paling dominan dengan nilai koefisien tertinggi, diikuti oleh word of mouth, dan kemudian harga. Temuan ini memberikan implikasi penting bagi Tokopedia dalam merumuskan strategi pemasaran yang lebih efektif, dengan menekankan pada peningkatan kualitas produk dan pengelolaan komunikasi antar konsumen yang positif.
Sign in to start a discussion.
More Papers Like This
Assessing the Purchasing Behaviour in S-commerce among Indonesian Students in Malaysia
Researchers examined the purchasing behaviour of Indonesian students in Malaysia using social commerce platforms, assessing the relationships between advertising value, perceived value, and trust on purchase intentions via a quantitative survey of 105 participants. Results indicated that trust and perceived value were significant drivers of s-commerce purchasing decisions among this demographic.
The Impact of Brand Perception and Customer Satisfaction on Online Buying Behavior for Cosmetic Products: An Empirical Study of Female Consumers in Gujarat
Despite its title referencing cosmetic products, this paper studies online consumer purchasing behavior for cosmetics among female shoppers in Gujarat, India — not microplastic pollution. It examines how brand perception, customer satisfaction, and platform trust influence online buying decisions using structural equation modeling, and is not relevant to microplastics or human health.
Evaluating Impact of Social Media Marketing, Celebrity Endorsement and E-WOM on Online Repurchase Intention with the Mediating Role of Perceived Usefulness
This quantitative study examined how social media marketing, celebrity endorsements, and electronic word-of-mouth influence online repurchasing intentions in the apparel industry. The research provides insights for fashion brands seeking to retain customers in digital channels, relevant to understanding consumption patterns driving fast fashion and textile waste.
A Study on The Impact of Green Cosmetic, Personal Care Products, And Their Packaging on Consumer’s Purchasing Behavior in Luzon, Philippines
Researchers used structural equation modeling to investigate factors affecting Filipino consumers' purchasing behavior toward green cosmetics, personal care products, and their packaging in Luzon, Philippines. The study found that product pricing and quality were the primary drivers of purchasing decisions, while also identifying the roles of environmental awareness, social media influence, and product availability.
Perceived Value as a Bridge: How Social Media Marketing Drives Purchase Intention in Indonesia’s Slow Fashion Industry
Researchers found that social media marketing influences purchase intention for slow fashion products in Indonesia through perceived customer value dimensions — quality, price, emotional, and social — based on a survey of 302 respondents in Greater Jakarta who were aware of but had not yet purchased slow fashion.