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Yusuf Yusuf
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Economics, Econometrics & Finance

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The Effect of Price Perception and E-Wom on Purchase Decisions on the E-Commerce Platfrom Shopee Elang Handika Kartawinata; Mohamad Ikbal Santoso; Yusuf Yusuf; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6863

Abstract

Purchasing behavior in the digital marketplace is shaped by several variables, notably consumers' perceptions of price and the influence of Electronic Word of Mouth (e-WOM). This research investigates the extent to which these two factors—price perception and e-WOM—affect consumer purchasing decisions on the Shopee platform, both individually and collectively. Employing a quantitative approach through structured surveys distributed to active Shopee users, this study applies multiple linear regression analysis to evaluate the relationships between the independent variables (price perception and e-WOM) and the dependent variable (purchase decisions). The findings demonstrate that both variables significantly and positively influence consumer purchasing behavior. The results underscore the importance of competitive pricing strategies and the strategic use of e-WOM in enhancing consumer engagement and driving sales performance on e-commerce platforms.
The Influence of Viral Marketing and Online Customer Reviews on Purchase Decisions Ahmad Muhammad Rizal Fatkurrohman; Farhan Sabbihis Hanan; Yusuf Yusuf
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7161

Abstract

The development of digital technology has transformed consumer behavior in making purchasing decisions. Social media and e-commerce platforms have become the primary sources for obtaining product-related information, making viral marketing and online customer reviews crucial factors in the decision-making process. This study aims to analyze the influence of viral marketing and online customer reviews on consumer purchase decisions, both partially and simultaneously. A quantitative approach was employed using purposive sampling, with a total sample of 130 university students in Cirebon City who use the TikTok e-commerce platform. Data were collected through a Google Form questionnaire using a four-point Likert scale. Validity and reliability tests were conducted to ensure the accuracy of the research instruments, while data analysis involved normality tests, coefficient of determination, F-tests, and multiple linear regression analysis using SPSS. The findings indicate that viral marketing and online customer reviews significantly influence purchase decisions. Viral marketing enhances brand awareness and emotional appeal, whereas online customer reviews serve as a trustworthy source of information that strengthens consumer trust and purchase intention. These two factors complement each other in shaping consumer perceptions of a product or service.
The Influence of TikTok Live Streaming and Discounted Prices on Purchasing Decisions Fahmi Faturrohman; Ilham Nur Riszki Setiawan; Yusuf Yusuf; Rahmadi Rahmadi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7463

Abstract

This study seeks to determine how TikTok live streaming and price discounts affect student purchasing decisions at the Fashion TikTok Shop. Descriptive correlation research using quantitative techniques is the methodology used in this study. All 155 students at Fashion TikTok Shop constituted the study population, which was selected using the Slovin sampling technique. The purchase decision, price discount, and TikTok live streaming questionnaires were the instruments of this study. This research data was analyzed using multiple linear regression. Based on the results of Multiple Linear Regression analysis using the t test and F test, this study shows that TikTok live streaming at Fashion TikTok Shop influences students' purchasing decisions. Discounts affect shopping preferences at Fashion TikTok Shop. TikTok discount and live streaming influence students' shopping decisions at Fashion TikTok Shop. TikTok live streaming and discounts influence 55.2% of college students' purchases at Fashion TikTok Shop.
Co-Authors Ahmad Muhammad Rizal Fatkurrohman Elang Handika Kartawinata Fahmi Faturrohman Farhan Sabbihis Hanan Ilham Nur Riszki Setiawan Mohamad Ikbal Santoso Rahmadi Rahmadi Soesanty Maulany