Pengaruh E-Wom, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian
Keywords:
e-wom, price, product quality, buying decision
Abstract
This study aims to determine the effect of electronic word of mouth, price perceptions, product quality partially and simultaneously on purchasing decisions. The sample in this study were 110 people. Data anal ysis techniques using validity test, reliability test, classic assumption test, multiple linear regression analysis, coefficient of deattermination test, F test and t test. From the research results, it was found that electronic word of mouth had a signifi cant positive effect on purchasing decisions, price perceptions had a significant positive effect on purchasing decisions, product quality had a significant positive effect on purchasing decisions and electronic word of mouth, perceived price and product quality had a significant effect on purchasing decisions. The magnitude of the influence of independent variables simultaneously on purchasing decisions is 63.5%, based on the measurement of the coefficient of determination .References
Alfred, O. (2013) ‘Influences of Price And Quality On Consumer Purchase Of Mobile Phone In The Kumasi Metropolis In Ghana A Comparative Study’, European Journal of Business and management, 5(1), pp. 179–199.
Anwar, I. (2019) ‘Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian’, ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 5(2), pp. 25–39.
Goyette, I., Ricard, L. and Bergeron, J. (2010) ‘e-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context *’, Canadian Journal of Administrative Sciences, 23, pp. 5–23.
Jalilvand, M.R. and Samiei, N. (2012) ‘The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran’, Marketing Intelligence and Planning, 30(4), pp. 460–476.
Kotler, P. (2012) Kotler on Marketing.
Laheba, Y.A., Tumbuan, W. and Soepeno, D. (2015) ‘Pengaruh Citra Merek, Fitur, dan Harga terhadap Keputusan Pembelian Handphone Samsung’, Jurnal EMBA, 3(3), pp. 99–108.
Luthfiyatillah et al. (2020) ‘Efektifitas Media Instagram Dan E-Wom ( Electronic Word Of Mouth ) Terhadap Minat Beli Serta Keputusan Pembelian Konten Sosial Media Yang Sering di Kunjungi’, Jurnal Penelitian Ipteks, 5(1), pp. 101–115.
Malik, F., Yaqoob, S. and Aslam, A.S. (2012) ‘The Impact of Price Perception, Service Quality, and Brand Image on Customer Loyalty (Study of Hospitality Industry in Pakistan)’, Interdisciplinary Journal of Contemporary Research in Business 4.5, 4(5), pp. 487–505.
Priansa, D.J. (2016) ‘Pengaruh E-wom danPersepsi Nilai Terhadap Keputusan Konsumen untuk Berbelanja Online di Lazada’, Ecodemica, IV (1)(2355–0295), pp. 117–124.
Suari, M.T.Y., Telagawathi, N.L.W.S. and Yulianthini, N.N. (2019) ‘Pengaruh Kualitas Produk dan Desain Produk terhadap Keputusan Pembelian’, Bisma: Jurnal Manajemen, 5(1), pp. 26–33.
Yunda, C.F.P. and Santoso, S.B. (2014) Analisis Pengaruh Lokasi, Persepsi Harga, dan Produk Terhadap Keputusan Pembelian (Studi Kasus pada Waroeng Cowek Ireng Cabang Tusam Semarang).
Anwar, I. (2019) ‘Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian’, ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 5(2), pp. 25–39.
Goyette, I., Ricard, L. and Bergeron, J. (2010) ‘e-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context *’, Canadian Journal of Administrative Sciences, 23, pp. 5–23.
Jalilvand, M.R. and Samiei, N. (2012) ‘The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran’, Marketing Intelligence and Planning, 30(4), pp. 460–476.
Kotler, P. (2012) Kotler on Marketing.
Laheba, Y.A., Tumbuan, W. and Soepeno, D. (2015) ‘Pengaruh Citra Merek, Fitur, dan Harga terhadap Keputusan Pembelian Handphone Samsung’, Jurnal EMBA, 3(3), pp. 99–108.
Luthfiyatillah et al. (2020) ‘Efektifitas Media Instagram Dan E-Wom ( Electronic Word Of Mouth ) Terhadap Minat Beli Serta Keputusan Pembelian Konten Sosial Media Yang Sering di Kunjungi’, Jurnal Penelitian Ipteks, 5(1), pp. 101–115.
Malik, F., Yaqoob, S. and Aslam, A.S. (2012) ‘The Impact of Price Perception, Service Quality, and Brand Image on Customer Loyalty (Study of Hospitality Industry in Pakistan)’, Interdisciplinary Journal of Contemporary Research in Business 4.5, 4(5), pp. 487–505.
Priansa, D.J. (2016) ‘Pengaruh E-wom danPersepsi Nilai Terhadap Keputusan Konsumen untuk Berbelanja Online di Lazada’, Ecodemica, IV (1)(2355–0295), pp. 117–124.
Suari, M.T.Y., Telagawathi, N.L.W.S. and Yulianthini, N.N. (2019) ‘Pengaruh Kualitas Produk dan Desain Produk terhadap Keputusan Pembelian’, Bisma: Jurnal Manajemen, 5(1), pp. 26–33.
Yunda, C.F.P. and Santoso, S.B. (2014) Analisis Pengaruh Lokasi, Persepsi Harga, dan Produk Terhadap Keputusan Pembelian (Studi Kasus pada Waroeng Cowek Ireng Cabang Tusam Semarang).
