Published: 2024-02-01

Pengaruh Kualitas Produk, Harga Dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Konsumen Lip Cream Viva Cosmetics Di Shopee Bandung) Bahasa Indonesia

DOI: 10.35870/jemsi.v10i1.1828

Erna Rahmawati, Arie Hendra Saputro
  • Erna Rahmawati: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Arie Hendra Saputro: Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

Berdasarkan dari beberapa uraian yang sudah dijelaskan dari beberapa pendapat ahli, maka adapun tujuan
penelitian ini adalah untuk mengetahui seberapa besar pengaruh Kualitas Produk, Harga dan Online
Customer Review dalam memberikan keputusan pembelian pada Lip Cream Viva Cosmetics. Dalam
penelitian ini peneliti menggunakan metode kuantitatif dan menggunakan populasi yang berjumlah 100
orang. Data dalam penelitian ini diolah dengan menggunakan Aplikasi SPSS dengan uji regresi linier
berganda. Hasil penelitian ini menunjukkan bahwa secara parsial atau Uji T variabel kualitas produk
berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini terlihat dari T hitung 6,776
> 1,984 T tabel dengan tingkat sig 0.000. > 0.05. Variabel Harga berpengaruh positif dan signifikan terhadap
variabel keputusan pembelian, hal ini terlihat dari T hitung 0,672 > 1,984 T tabel dengan tingkat sig 0.000. >
0.05. Variabel Online Customer Review berpengaruh positif dan signifikan terhadap variabel keputusan
pembelian, hal ini terlihat dari T hitung 5,034 > 1,984 T tabel dengan tingkat sig 0.000. > 0.05 Sedangkan
secara bersama - sama atau melalui Uji F variabel Kualitas Produk, Harga dan Online Customer Review
berpengaruh positif dan signifikan terhadap variabel Keputusan Pelanggan, hal ini dilihat dari hasil F hitung
59, 560 > 3,90 F tabel dengan nilai signifikansi 0.000 < 0.05.

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How to Cite

Rahmawati, E., & Hendra Saputro, A. (2024). Pengaruh Kualitas Produk, Harga Dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Konsumen Lip Cream Viva Cosmetics Di Shopee Bandung): Bahasa Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 215-222. https://doi.org/10.35870/jemsi.v10i1.1828
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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