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All Journal KINERJA : Jurnal Ekonomi dan Bisnis
Nurlehu, Ikra Salma
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF ONLINE CUSTOMER REVIEW AND PERCEIVED PRICE OF JIMSHONEY PRODUCTS IN DUREN SAWIT Nurlehu, Ikra Salma
Kinerja Vol 8 No 01 (2025): KINERJA : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam As-Syafi'iyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/kinerja.v8i01.4895

Abstract

This study aims to determine the influence of Online Customer Review and Perceived Price on Purchase Intention of Jimshoney Products in Duren Sawit. This quantitative study involved 120 respondents. The analytical methods used include validity, reliability, normality, multicollinearity, heteroscedasticity tests, multiple linear regression, correlation, coefficient of determination, and hypothesis testing. The t-test results showed that Online Customer Review did not significantly affect Purchase Intention, with a t-count < t-table (-0.813 < 1.98045) and a significance value > 0.05 (0.418). Meanwhile, Perceived Price had a significant effect on Purchase Intention, with a t-count > t-table (8.713 > 1.98045) and a significance value < 0.05 (0.000). The correlation value of 0.662 indicates a strong relationship among the studied variables. The coefficient of determination (43.8%) shows that Purchase Intention is influenced by Online Customer Review and Perceived Price, while the remaining 56.2% is influenced by other factors not examined in this study. This research contributes to the development of marketing science by emphasizing the significance of perceived price in shaping consumer purchase intention and offering insights into consumer behavior dynamics in the local e- commerce.
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