Pengaruh Online Customer Review, Online Customer Rating, Kepercayaan Konsumen, dan Promosi terhadap Keputusan Pembelian Masyarakat Purwokerto Pengguna Tiktok Shop
Abstract
This study aims to examine the effect of Online Customer Review, Online Customer Rating, consumer trust, and promotion on purchasing decisions at Tiktok Shop in the Purwokerto community. This study applies quantitative methods in order to evaluate the relevance of each variable. The sampling technique using purposive sampling. The instrument for collecting data was a five-level Likert scale questionnaire. The analysis tool uses SPSS. According to the findings of this study, it is known that, consumer confidence has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, while online customer reviews have no positive and insignificant effect on purchasing decisions, online customer ratings have a positive and insignificant effect on purchasing decisions.
Keywords
Full Text:
PDFReferences
Abdul Kohar Septyadi, Muhammad, Mukhayati Salamah, and Siti Nujiyatillah. 2022. “Literature Review Keputusan Pembelian Dan Minat Beli Konsumen Pada Smartphone: Harga Dan Promosi.” Jurnal Manajemen Pendidikan Dan Ilmu Sosial 3(1):301–13. doi: 10.38035/jmpis.v3i1.876.
Aini, Nur, Lilis Sugi Rahayu Ningsih, and Tri Sudarwanto. 2022. “Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi Kasus Pengguna Shopee Di PPP Al – Istiqomah Cukir).” BIMA : Journal of Business and Innovation Management 5(1):18–28. doi: 10.33752/bima.v5i1.5640.
Fandy Tjiptono, Ph. D. 2015. Strategi Pemasaran. Edisi 4.
Hariyanto, Halila Titin, and Lantip Trisunarno. 2020. “Analisis Pengaruh Online Customer Review, Online Customer Rating, Dan Star Seller Terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian Pada Toko Online Di Shopee.” Jurnal Teknik ITS 9(2). doi: 10.12962/j23373539.v9i2.56728.
Ilmiyah, Khafidatul, and Indra Krishernawan. 2020. “Maker: Jurnal Manajemen MARKETPLACE SHOPEE DI MOJOKERTO.” MAKER: Jurnal Management 6(1):31–42.
Kurniawati, Endang. 2022. “PENGARUH KEPERCAYAAN DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Lazada.Co.Id Di Kota Semarang).” Solusi 20(1):65. doi: 10.26623/slsi.v20i1.4713.
Latief, Fitriani, and Nirwana Ayustira. 2020. “Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla.” Jurnal Mirai Managemnt 6(1):139–54.
Martini, Sembiring, and Paulus. 2022. “Customer Online Customer Rating Dan Online Customer Review Terhadap Keputusan Pembelian Di Toko Modeliafashion Pada Marketplace Tokopedia Jakarta.” Journal of Applied Management and Acountig Science Vol 4(1).
Muhtarom, Abid, Muhammad Imam Syairozi, and Reva Desy Rismayati. 2022. “Analisis Citra Merek, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Dimediasi Minat Beli.” Derivatif : Jurnal Manajemen 16(1):36–47.
Peter, J. Paul, and Jerry C. Olson. 2014. “Perilaku Konsumen & Strategi Pemasaran.” Jakarta: Salemba Empat.
Prof.H.Imam Ghozali, M. Com, Ph.D, CA. 2018. APLIKASI ANALISIS MULTIVARIATE Dengan Program IBM SPSS 25. Edisi 9. Universitas Diponegoro.
Rahmawati, Anna Irma. 2021. “Pengaruh Online Customer Review, Online Customer Rating Dan Kepercayaan Terhadap Keputusan Pembelian Online (Studi Kasus Pada Mahasiswa Feb Universitas Pgri Semarang).” Jurnal Ilmiah Manajemen Bisnis Dan Ekonomi Kreatif 1(1):18–23. doi: 10.26877/jibeka.v1i1.3.
Ropal Tores, Usailan Oemar. 2020. “Pengaruh Kepercayaan Dan Harga Terhadap Keputusan Pembelian Online Melalui Media Sosial Instragram Pada Mahasiswa Stie Rahmaniyah.” Jurnal Manajemen Kompeten 2(2):52–65. doi: 10.51877/mnjm.v2i2.119.
Syafitri, Agilia, Eca Ratna Sari, and Vicky F. Sanjaya. 2021. “Pengaruh Citra Merek, Promosi Dan Kepercayaan Merek Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening (Studi Kasus Mahasiswi UIN Raden Intan Lampung).” Al-Multazim Jurnal Manajemen Bisnis Syariah 1(1):25–38.
Utomo, Yuana Tri, and Anisa Salsabila. 2021. “PENGARUH PROMOSI, PRODUK, DAN EVENT TERHADAP KEPUTUSAN BELI KONSUMEN ISLAMIC BOOK FAIR SYAKAA ORGANIZER.” VALUTA 7(1).
Walyoto, Sri, Sintha Sujarwati, Prodi Manajemen, Bisnis Syariah, Febi Uin, Raden Mas, and Said Surakarta. 2022. “Pengaruh Pemasaran Syariah Media Sosial, Kualitas Produk, Harga, Dan Review Pelanggan Online Terhadap Keputusan Pembelian Produk Erigo.” Jurnal Ilmiah Ekonomi Islam 8(02):2210–20.
Widiyawati, Widy. 2022. “Pengaruh Promosi, Kepercayaan Dan Online Customer Review Terhadap Keputusan Pembelian Melalui Marketplace Shopee Pada Mahasiswa Jurusan Manajemen Bisnis Syariah Angkatan 2018 UIN Sayyid Ali Rahmatullah Tulungagung.” Jurnal Ekonomi Dan Bisnis 10(2).
Zed, Etty Zuliawati, Yunita Ramadhani Ratnaningsih, and Tri Mulyani Kartini. 2023. “Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Di E-Commerce Pada Mahasiswa Universitas Pelita Bangsa Cikarang.” Mirai Management 1(1):14–23.
DOI: http://dx.doi.org/10.33087/jmas.v9i2.2027
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University |
