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Arsita, Yuliana
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Pengaruh Harga dan Online Customer Review Terhadap Minat Beli Produk Skincare Scarlett Pada Pengguna Shopee Arsita, Yuliana; Nugrahaningsih, Hartanti; Kuraesin, Ecin
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023): September
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.23

Abstract

The purpose of this study was to determine the effect of price and online customer reviews on buying interest in Scarlett skincare products for Shopee users. This type of research is quantitative research. The sampling technique was carried out using the Slovin formula. The sample used was 90 respondents. The testing tool used is SPSS v25 software. The analysis technique used is multiple linear regression analysis, multiple correlation analysis. The results of this study indicate partially that the price and online customer review variables have a significant effect on buying interest. Simultaneously, the price and online customer review variables have a significant effect on purchase intention, In addition, the coefficient of determination shows that the effect of X1 and X2 on Y is 0.437 = 43.7% and the remaining 56.3% is influenced by variables outside the model studied.
Pengaruh Harga dan Online Customer Review Terhadap Minat Beli Produk Skincare Scarlett Pada Pengguna Shopee Arsita, Yuliana; Nugrahaningsih, Hartanti; Kuraesin, Ecin
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023): September
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.23

Abstract

The purpose of this study was to determine the effect of price and online customer reviews on buying interest in Scarlett skincare products for Shopee users. This type of research is quantitative research. The sampling technique was carried out using the Slovin formula. The sample used was 90 respondents. The testing tool used is SPSS v25 software. The analysis technique used is multiple linear regression analysis, multiple correlation analysis. The results of this study indicate partially that the price and online customer review variables have a significant effect on buying interest. Simultaneously, the price and online customer review variables have a significant effect on purchase intention, In addition, the coefficient of determination shows that the effect of X1 and X2 on Y is 0.437 = 43.7% and the remaining 56.3% is influenced by variables outside the model studied.
Co-Authors Ecin Kuraesin Hartanti Nugrahaningsih