PENGARUH POTONGAN HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) PADA MINAT BELI KONSUMEN TIKTOK SHOP (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ISLAM MALANG ANGKATAN 2019)

Alivia Nurrohma Nabila, Dadang Krisdianto, Eny Widayawati

Sari


ABSTRAK

Tujuan dari studi ini adalah agar memahami bagaimana pengaruh potongan harga dan electronic word of mouth secara parsial dan simultan pada minat beli konsumen TikTok Shop. Penelitian kuantitatif digunakan dalam jenis penelitian ini. Data primer dan sekunder digunakan menjadi sumber data. Sampel studi ini mengambil 100 mahasiswa FEB Unisma pada angkatan 2019. Metode pengambilan sampel acak sederhana yang diolah menggunakan IBM SPSS Statistical Version 24. Hasilnya menjelaskan tentang variabel potongan harga (X1) mempengaruhi minat beli (Y) secara signifikan ; Variabel electronic word of mouth (X₂) mempengaruhi minat beli (Y) secara signifikan. Variabel potongan harga (X1) dan electronic word of mouth (X₂) mempunyai dampak signifikan pada minat beli (Y). Variabel potongan harga dan electronic word of mouth memengaruhi 73% variabel minat beli (Y), dan 27% terakhir dipengaruhi oleh variabel lain yang tidak masuk studi ini.

Kata kunci: Potongan Harga, Electronic Word of Mouth, Minat Beli

 

 

ABSTRACT

The purpose of this study is to find out how the effects of price discounts and electronic wordoof mouth both partially and simultaneously on users' TikTok Shop purchasing intentions. This kind of research employs quantitative methods. Data sources include both primary and secondary sources. The sample for this study took 100 FEB Unisma students in class of 2019. The simple random sampling method was processed using IBM SPSS Statistical Ver. 24. The results explain the discount variable (X1) significantly influencing purchase intention (Y); Electronic word of mouth variable (X₂) significantly influences Buying intention (Y). Discount variable (X1) and electronic word of mouth (X₂) have a significant impact on Buying intention (Y). Discounts and electronic word of mouth variables affect 73% of the variable purchase intention (Y), and the last 27% is affected by additional factors not examined in this study.

Keywords: Discounts, Electronic Word of Mouth, Purchase Intention


Kata Kunci


Potongan Harga, Electronic Word of Mouth, Minat Beli

Teks Lengkap:

PDF

Referensi


DAFTAR PUSTAKA

Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions. New York: Springer International Publishing AG.

Kotler, P., & Keller, K. (2016). Manajemen Pemasaran (14 ed.). Jakarta: Erlangga.

Mamonov, S., & Benbunan-Fich, R. (2017). Exploring factors affecting social e- commerce service adoption: The case of Facebook Gifts. International Journal of Information Management.

Priansa, D. J. (2017). Perilaku Konsumen.

Bandung: Alfabeta.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D (2 ed.). Bandung: Alfabeta.


Refbacks

  • Saat ini tidak ada refbacks.