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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Journal of Management and Social Sciences
Rinaldi Tanjung
Universitas Cokroaminoto Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Harga dan Online Customer Review terhadap Keputusan Pembelian Produk Sunscreen Emina di Shopee pada Mahasiswa Universitas Cokroaminoto Yogyakarta Yosefina Purnama Sari; Rinaldi Tanjung
Jurnal of Management and Social Sciences Vol. 4 No. 4 (2026): Oktober : Journal of Management and Social Sciences
Publisher : CV. Aksara Global Akademia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59031/jmsc.v4i4.1029

Abstract

This research aims to identify the impact of price and online buyer reviews on purchasing decisions for Emina sunscreen on the Shopee platform among students at Universitas Cokroaminoto Yogyakarta. The study was motivated by intense competition in the sunscreen market on Shopee, where the Emina brand holds a 1.92% market share. A quantitative, associative methodology was employed, involving 100 student subjects selected via purposive sampling and the Lemeshow formula. Data were collected using a Likert-scale questionnaire and analyzed using SPSS software. The results demonstrate that price has a significant positive effect on consumer purchasing decisions (t-statistic = 6.457; sig. = 0.000), whereas online buyer reviews do not have a significant impact (t-statistic = 0.079; sig. = 0.937). Collectively, price and online buyer reviews significantly influence purchasing decisions (F-statistic = 47.910; sig. = 0.000), accounting for 49.7% of the variance (R² = 0.497). These findings indicate that price is the primary determinant of consumer purchasing decisions for Emina sunscreen on Shopee
Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian di Aplikasi Shopee pada Mahasiswa Nusa Tenggara Timur di Yogyakarta Yohana Fransiska Bahagia; Rinaldi Tanjung
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 2 (2026): Juni : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i2.6884

Abstract

This study aims to analyze the influence of price and product quality on purchasing decisions through the Shopee application among students from East Nusa Tenggara  living in Yogyakarta. The increasing use of Shopee as an e-commerce platform has made price and product quality important considerations in purchasing decisions among students.This research employed a quantitative approach with an associative research design. The population consisted of NTT students residing in Yogyakarta who had experience purchasing products through Shopee. A sample of 100 respondents was selected using purposive sampling. Data were collected through questionnaires measured using a Likert scale and analyzed using SPSS software. The analytical techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that price has a positive and significant effect on purchasing decisions, with a significance value of 0.005 (< 0.05). Product quality also has a positive and significant effect on purchasing decisions, with a significance value of 0.000 (< 0.05), and is the most dominant factor influencing purchasing decisions. Simultaneously, price and product quality significantly affect purchasing decisions, as evidenced by an F-value of 444.590 and a significance level of 0.000 (< 0.05). The coefficient of determination (R²) of 0.902 shows that 90.2% of the variation in purchasing decisions can be explained by price and product quality, while the remaining 9.8% is influenced by other factors. Therefore, competitive pricing and high product quality are essential in encouraging consumer purchasing decisions on the Shopee platform.
Co-Authors Yohana Fransiska Bahagia Yosefina Purnama Sari