Pengaruh Sale Promotion dan Online Consumer Review terhadap Keputusan Pembelian pada Shopee - Sihotang, Yetti Ekklesya; Hidayat, Agus Maolana (Pascasarjana STIE Amkop Makassar, 2022)
AbstrakTujuan penelitian ini yaitu agar mengetahui pengaruh sales promotion dan online consumer review terhadap keputusan pembelian. Peneiltian ini berjenis deskriptif kuantitatif dengan teknik purposive sampling dan jumlah sampel sebanyak 100 sampel. Populasi pada penelitian ini adalah konsumen Shopee yang pernah berbelanja minimal tiga kali. Teknik analisis data menggunakan analisis deskriptif, dan uji statistik menggunakan aplikasi IBM SPSS. Hasil penelitian membuktikan bahwa variabel sales promotion memberikan pengaruh parsial dengan hasil yang positif dan signifikan terhadap keputusan pembelian di Shopee. Variabel online consumer review memberikan pengaruh positif dan signifikan secara parsial terhadap keputusan pembelian. Variabel sales promotion dan online consumer review memberikan pengaruh secara simultan terhadap keputusan pembelian. Nilai dari koefisien determinasi menunjukkan pengaruh dari variabel sales promotion dan online consumer review sebesar 58,8% terhadap keputusan pembelian pada Shopee.Kata kunci : sales promotion, online consumer review, keputusan pembelianAbstractThe purpose of this study is to determine the effect of sales promotion and online consumer review on purchasing decisions. This research is a quantitative descriptive type with purposive sampling technique and the number of samples is 100 samples. The population in this study are Shopee consumers who have shopped at least three times. Data analysis techniques used descriptive analysis, and statistical tests using the IBM SPSS application. The results of the study prove that the sales promotion variable has a partial influence with positive and significant results on purchasing decisions at Shopee. The online consumer review variable has a positive and partially significant effect on purchasing decisions. Sales promotion and online consumer review variables have a simultaneous influence on purchasing decisions. The value of the coefficient of determination shows the influence of sales promotion and online consumer review variables of 58.8% on purchasing decisions at Shopee. Keywords : sales promotion, online consumer review, purchasing decisions