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All Journal Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar The Journal of Management, Digital Business, and Entrepreneurship
Hartawati
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Harga dan Citra Produk Terhadap Keputusan Pembelian Sarung Sutera (Studi Kasus Toko Piala Sutera Sengkang Kabupaten Wajo) Hartawati; Hasnidar; Adi
Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar Vol 3 No 2 (2023): Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Publisher : Pusat Penelitian dan Pengabdian Masyarakat ITBM Polman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59903/ebussiness.v3i2.78

Abstract

Tujuan penelitian adalah untuk mengetahui, apakah harga berpengaruh positif terhadap keputusan pembelian sarung sutera pada Toko Piala Sutera Sengkang, apakah citra produk berpengaruh positif terhadap keputusan pembelian Sarung Sutera pada Toko Piala Sutera Sengkang, apakah harga dan citra produk berpengaruh positif terhadap keputusan pembelian Sarung Sutera pada Toko Piala Sutera Sengkang. Populasi penelitian ini adalah para konsumen yang telah melakukan pembelian produk sarung sutera pada Toko Piala Sutera Sengkang yang jumlahnya tidak terhitung.Teknik penentuan sampel dalam penelitian ini adalah dengan menggunakan Rumus Rescoe dengan hasil 60 responden. Teknik analisis data adalah uji kualitas data, uji asumsi klasik, uji hipotesis Hasil penelitian adalah menunjukkan bahwa harga berpengaruh positif signifikan terhadap keputusan pembelian, citra produk berpengaruh positif signifikan terhadap keputusan pembelian, harga dan citra produk berpengaruh positif signifikan terhadap keputusan pembelian.
The Influence of Online Customer Reviews, Prices, and Sales Promotions on Buying Interests in the Tokopedia Marketplace Hartawati; Wiraatmaja, Jessica; Jeffrie; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 01 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i01.p04

Abstract

In early 2020, Indonesia was affected by the COVID-19 Pandemic; this increased the habits of Indonesian people shopping online through marketplaces such as Tokopedia, Shopee, Lazada and so on. Marketplaces are competing to provide attractive offers during the Pandemic. The value of shopping transactions at Shopee is 40%, Tokopedia is 30%, and Lazada is 16%. It is known that Shopee is the most popular marketplace for Indonesians at the peak of Harbolnas 2021 compared to Tokopedia. This study aims to determine the effect of online customer reviews, prices and sales promotions on purchase intention at Tokopedia. The population of this research is Tokopedia users in Indonesia, with a total sample of 174 respondents. The method used is quantitative, and the data is processed using SmartPLS 3.2.9 software. The results of this study indicate that the OCR variable, price and sales promotion have a positive effect on purchase intention. The independent variable that has the most dominant influence on the dependent variable of purchase intention is the online customer review factor.
Co-Authors Adi Anny Nurbasari Hasnidar Jeffrie Wiraatmaja, Jessica