scholarly journals Analisis Pengaruh Online Consumer Review, Warranty Product dan Brand Trust Terhadap Purchase Decision Smartphone Xiaomi di Kabupaten Kebumen

2020 ◽  
Vol 2 (2) ◽  
pp. 240-250
Author(s):  
Rezana Agustyan ◽  
Muhammad Baehaqi
Keyword(s):  
Purchase Decision ◽  
Brand Trust ◽  
Purposive Sampling ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review, warranty product dan brand trust terhadap purchase decision pada konsumen smartphone Xiaomi di Kabupaten Kebumen. Variabel bebas dalam penelitian ini adalah online consumer review, warranty product dan brand trust, sedangkan variabel terikatnya adalah purchase decision. Teknik dalam pengumpulan data dengan kuesioner menggunakan metode purposive sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan progam SPSS 23.00 for windows. Metode yang digunakan dalam penelitian ini adalah metode analisis regresi berganda. Hasil pengujian koefisien determinasi menunjukkan bahwa nilai Adjusted R2 sebesar 0,554 artinya 55,4% variabel purchase decision dapat dipengaruhi oleh online consumer review, warranty dan brand trust dan 44,6% dipengaruhi variabel lain di luar model. Berdasarkan hasil analisis jalur dan uji t yang telah dilakukan dapat disimpulkan bahwa tingginya purchase decision dipengaruhi oleh online consumer review, warranty product dan brand trust.

scholarly journals Pengaruh Online Consumer Review dan Rating terhadap Minat Beli Produk Kesehatan pada E-Marketplace Shopee Selama Masa Pandemi COVID-19

2021 ◽  
Vol 4 (4) ◽  
pp. 558-572
Author(s):  
Izzatul Islami Harli ◽  
Ali Mutasowifin ◽  
M. Syaefudin Andrianto
Keyword(s):  
Purposive Sampling ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

Pandemi COVID-19 mendorong peningkatan penjualan produk-produk kesehatan seperti masker, handsanitizer, obat-obatan dan lain-lain. Sebagai pemimpin pasar e-marketplace yang sedang berkembang di Indonesia, Shopee menyediakan fitur online consumer review dan rating pada platformnya. Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review dan rating terhadap minat beli produk kesehatan pada e-marketplace Shopee selama masa pandemi COVID-19 di Jabodetabek. Penarikan sampel dilakukan dengan teknik purposive sampling. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan SEM-PLS, dengan responden sebanyak 191 orang. Hasil analisis menunjukkan variabel online consumer review dan rating berpengaruh positif dan signifikan terhadap minat beli produk kesehatan dengan variabel rating memiliki pengaruh lebih dominan.

scholarly journals The Effect Of Price, Transaction Security, Online Consumer Review, and Viral Marketing on Purchase Decision in E-Commerce Shopee

2021 ◽  
Vol 4 (2) ◽  
pp. 121-132
Author(s):  
Aulia Safira Sholichin ◽  
Wisnalmawati Wisnalmawati
Keyword(s):  
Viral Marketing ◽  
Purchase Decision ◽  
Decision Variable ◽  
Purchase Decisions ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Transaction Security ◽  
Online Consumer Review

This study aims to determine the effect of price, transaction security, online consumer reviews, and viral marketing on purchase decisions in e-commerce shopee (a survey of students domiciled in Sleman). The sampling technique used in this study is accidental sampling, provided that 100 respondents have made a purchase in the e-commerce Shopee. The analysis technique used is multiple linear regression analysis. From the results of this study it is known that price, transaction security, online consumer reviews, and viral marketing together (simultaneously) have an effect on purchase decisions in e-commerce Shopee among students domiciled in Sleman at a significance level of 0.00 <0.05 and The Adj R square value is 65.9%, meaning that the variable price, transaction security, online consumer review, and viral marketing is able to explain 65.9% of the purchase decision variable and the remaining 34.1% or 0.341 is influenced by variables outside of this study. Then partially, the four variables consisting of price, transaction security, online consumer review.

scholarly journals PENGARUH ONLINE CONSUMER REVIEW DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI INTERVENING (STUDI PADA PENGGUNA INSTAGRAM DI 1 KECAMATAN KEBUMEN)

2019 ◽  
Vol 1 (1) ◽  
pp. 76-84
Author(s):  
Cucu Andita Widya ◽  
Sulis Riptiono
Keyword(s):  
Quantitative Method ◽  
Sampling Method ◽  
Viral Marketing ◽  
Consumer Trust ◽  
Purchasing Decisions ◽  
Consumer Review ◽  
The People ◽  
Online Consumer ◽  
Online Stores ◽  
Online Consumer Review

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

2021 ◽  
Vol 14 (8) ◽  
pp. 17-33
Author(s):  
Aqilah Yaacob ◽  
Jen Ling Gan ◽  
Shamsuddin Yusuf
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Methods ◽  
Marketing Research ◽  
Social Media Marketing ◽  
Online Purchase ◽  
Consumer Review ◽  
Online Consumer ◽  
Fashion Apparel ◽  
Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

On the Conditional Cueing of Credibility Heuristics

2015 ◽  
Vol 43 (5) ◽  
pp. 672-693 ◽  
Author(s):  
Brandon Van Der Heide ◽  
Young-shin Lim
Keyword(s):  
Attitude Change ◽  
Source Credibility ◽  
Multiple Sources ◽  
Online Platform ◽  
Mediating Role ◽  
Consumer Review ◽  
Internet Users ◽  
Online Consumer ◽  
Online Consumer Review

When seeking information, Internet users often find multiple communicators co-presenting and expressing their opinions. This study examined how people judge message senders’ credibility in a multi-source environment based on system-generated cues, the consensus among multiple sources, and the effect of receiver’s familiarity with the online platform. Moreover, this research examined the mediating role of source credibility in attitude change in an online consumer-review community. Results indicated that users familiar with a platform were more likely to use system-generated cues for their judgment of credibility along with consensus heuristics, and the combination of heuristics influenced attitude through credibility. However, unfamiliar users relied on consensus heuristics but not system-generated cues. These findings and their theoretical implications are discussed.

scholarly journals Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan

2021 ◽  
Vol 2 (2) ◽  
pp. 274-280
Author(s):  
Regina Dwi Amelia ◽  
Michael Michael ◽  
Rachman Mulyandi
Keyword(s):  
Literature Review ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

Meningkatnya pengguna internet di Indonesia beriringan dengan kemajuan teknologi internet, kegiatan jual beli pun mengikuti perkembangan teknologi dengan memanfaatkan kehadiran internet. Oleh karena itu, Perubahan perilaku hidup masyarakat dalam hal berbelanja yang meninggalkan cara konvensional menjadi digital kian terasa adanya. Teknik pengumpulan data yang digunakan dalam penelitian ini yaitu metode literature review dengan menggunakan data sekunder yang berasal dari peneliti terdahulu, buku terkait, serta website organisasi/perusahaan tertentu. Objek penelitian dalam penelitian ini yaitu e-commerce kecantikan. Hasil penelitian menyimpulkan bahwa variabel online consumer review (X) memiliki pengaruh terhadap keputusan pembelian (Y).  

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