Pengaruh Harga dan Online Consumer Review Terhadap Keputusan Pembelian Toner Npure Pada TikTok Shop Di Jabodetabek

Abstract

Peningkatan jumlah orang yang menggunakan internet di era digitalitasi saat ini mendorong pertumbuhan media sosial. Di Indonesia, TikTok telah menjadi satuplatform yang paling diminati. TikTok Shop mengembangkan inovasi denganmenghadirkan berbagai jenis promosi. Tujuan penelitian ini menganalisispengaruh harga dan online consumer review terhadap keputusan pembelianproduk toner Npure pada TikTok Shop di Jabodetabek. Jenis penelitian ini adalahpenelitian kuantitatif yang menggunakan teknik purposive sampling. Datapenelitian dikumpulkan melalui kuesioner dari144 responden di Jabodetabekpadabulan Mei hingga Juni 2024. Penelitian ini menggunakan teknik analisis deskriptif dan Structural Equation Modelling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa variabel harga dan online consumer reviewberpengaruh signifikan dan positif terhadap keputusan pembelian produk toner Npure.

The increase in the number of people using the internet in the current eraof digitalization is driving the growth of social media. In Indonesia, TikTokhas become one of the most popular platforms. TikTok Shop develops innovation by presenting various types of promotions. The aimof this researchis to analyze the influence of price and online consumer reviews on purchasingdecisions for Npure toner products at the TikTok Shop in Jabodetabek. This type of research is quantitative research that uses purposive samplingtechniques. Research data was collected through questionnaires from144respondents in Jabodetabek from May to June 2024. This research useddescriptive analysis techniques and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research results show that price variables and onlineconsumer reviews have a significant and positive effect on purchasingdecisions for Npure toner products.