THE INFLUENCE OF PRICE PERCEPTIONS, PRODUCT REVIEWS, AND CONVENIENCE ON PURCHASE DECISIONS AT TOKOPEDIA E-COMMERCE

Dian Citaningtyas Ari Kadi, Rizal Ula Ananta Fauzi, A. Ahmad, Winda Putri Wardani
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引用次数: 1

Abstract

This study is entitled "The Influence of Price Perception, Product Reviews, and Ease of Purchasing Decisions on E-Commerce Tokopedia in Madiun City." This study aimed to determine the effect of price perceptions, product reviews, and convenience on purchasing decisions on e-commerce Tokopedia in Madiun City. This quantitative research uses a sampling technique using probability sampling with a simple random sampling technique. The respondents of this study were 384 people—data analysis using multiple linear regression using the SmartPLS 3.0 application. Based on the results of hypothesis testing, there is a positive and significant effect between price perceptions and purchasing decisions, a positive and significant effect between product reviews and purchasing decisions, and a positive and significant influence between convenience and purchasing decisions. However, the perception of price, product reviews, and convenience do not simultaneously affect purchasing decisions.
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价格感知、产品评论和便利性对tokopedia电子商务购买决策的影响
这项研究的题目是“价格感知、产品评论和购买决策便利性对马迪市电子商务Tokopedia的影响”。本研究旨在确定价格感知、产品评论和便利性对马甸市电子商务Tokopedia购买决策的影响。本定量研究采用概率抽样与简单随机抽样相结合的抽样技术。本研究的调查对象为384人,使用SmartPLS 3.0应用程序对数据进行多元线性回归分析。根据假设检验的结果,价格感知与购买决策之间存在正显著的影响,产品评论与购买决策之间存在正显著的影响,便利与购买决策之间存在正显著的影响。然而,对价格、产品评论和便利性的感知不会同时影响购买决策。
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