PENGARUH HARGA, PROMOSI DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TIKTOK SHOP (Studi Kasus Mahasiswa Universitas Surakarta)

Rantisa Elfani, Juni Trisnowati

Abstract


The purpose of this study was to determine the effect of price, promotion, and electronic word of mouth on the purchasing decisions of Tiktok Shop consumers (Case study of Surakarta University students), either partially or simultaneously. This research is a quantitative research. The sampling technique used was purposive sampling, with a sample of 100 respondents from undergraduate students in February 2023. Primary data was obtained from questionnaires that had been distributed via the Google form. The analysis technique used is descriptive analysis, multiple linear regression, F test, t test, and determination test (R2). Based on the F test and t test, the results obtained were that the variables of price, promotion, and electronic word of mouth partially or simultaneously had a positive and significant effect on the purchasing decisions of TikTok Shop consumers (Case study of Surakarta University students)

Keywords


Price, Promotion, Electronic Word Of Mouth, and Purchase Decision

Full Text:

PDF

References


Brahim, M.N.E. (2021). Produk Kreatif dan Kewirausahaan Akuntansi dan Keuangan Lembaga. Edisi Revisi. Yogyakara: Andi Offset.

Candra, K.Y.A., & Yasa, N.N.K. (2023). Event Marketing, E-WOM, Citra Merek terhadap Niat Beli : Konsep dan Aplikasi. Bali: CV Intelektual Manifes Media.

Firmansyah, M.A. (2018). Perilaku Konsumen: Sikap dan Pemasaran. Yogyakarta: Deepublish Publisher.

Hasindar., Pratiwi, R., & Winardi, M.A. (2021). Pemasaran Terpadu. Jawa Barat: CV. Media Sains Indonesia

Kotler, P., & Armstrong, G. (2014). Principles of Marketin, 12th Edition.Terjemahan Bob Sabran. Jilid 1. Jakarta: Erlangga

Kotler, P., & Armstrong, G. (2016). Prinsip-Prinsip Pemasaran. Jakarta: Erlangga

Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.

Kotler, P., & Keller, K.L. (2016). Marketing Management 15e Global Edition. England: Pearson Educatio Limited

Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition 17th Edition. London : Pearson Education.

Permatasari, E.P., Sumarto, L., & Suharyoko, S. (2023). Analysis Of The Influence Of Store Image, Word Of Mouth (E-Wom), The Perception Of Price On Purchase Decisions ReFood Animals. International Journal of Business, Law, and Education (Ongoing January - June). Vol. 4 No. 1: 90-100.

Pujiani, D., & Trisnowati, J. (2023). Analisis Pengaruh Kualitas Pelayanan, Produk, Harga Dan Citra Merek terhadap Keputusan Pembelian Pada Marketplace Lazada Di Karanganyar. Ekonomi Bisnis dan Kewirausahaan. Vol. 12 No. 1: 20-27.

Purnomo. (2016). Analisis Statistik Ekonomi dan Bisnis dengan SPSS. Yogyakarta: Fadilatama.

Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated marketing communication. Jakarta: PT Gramedia Pustaka Utama

Rohwiyati,. & Sulistya. (2021). Pengaruh Kualitas Produk, Harga Dan Promosi terhadap Keputusan Pembelian pada Marketplace Shopee (Studi Kasus Pada Masyarakat Solo Raya Tahun 2022). Jurnal Akuntansi dan Manajemen Mutiara Madani. Vol. 9 No. 2: 158-169.

Siregar, S. (2013). Metode Penelitian Kuantitatif: dilengkapi Perbandingan Perhitungan Manual & SPSS. Edisi 1. Jakarta: Kencana Pernada Media Group.

Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: ALFABETA.

Suprapto, R.E.H. (2021). Pernyataan Konsumen Lewat Internet (Ewom), Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian.

Equilibrium: JurnalEkonomi-Manajemen Akuntansi. Vol. 17 No. 1: 72-82.

Tjiptono, F. (2015). Strategi Pemasaran. Edisi 4. Yogyakarta: Andi Offset.

Tjiptono, F., & Diana, A. (2016). Pemasaran Esensi dan Aplikasi. Edisi satu.Yogyakarta: Andi Offset.

Widiastuti, E., & Hendarti. Y. (2022). Analisis Pengaruh Harga, Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian pada Konsumen PT Sahabat Tour & Travel Sukoharjo. Jurnal Manajemen Sumber Daya Manusia. Vol. 16 No. 2: 50-61.




DOI: http://dx.doi.org/10.52429/smj.v6i1.1323

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.