PENGARUH HARGA DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION WANITA DI ONLINE MARKETPLACE (STUDI KASUS PADA KONSUMEN DI SURABAYA)
Abstract
Tujuan dari penelitian ini adalah mengetahui pengaruh harga dan customer review terhadap keputusan pembelian produk fashion wanita di online marketplace. Populasi yang dipakai ialah masyarakat Surabaya yang pernah melakukan pembelian barang fashion pada online marketplace. Sampel yang dipakai 100 responden dan memakai purposive sampling. Menggunakan Regresi Linier Berganda, dan memkai aplikasi SPSS 23. Hasil penelitian menunjukkan bahwa harga secara parsial ada pengaruh pada keputusan pembelian produk fashion di online marketplace. Customer review dengan parsial ada pengaruh pada keputusan pembelian prodk fashion di online marketplace serta harga dan customer review dengan simultan memiliki pengaruh pada keputusan pembelian di online marketplace.
Kata Kunci: Customer Review; Harga; Keputusan Pembelian; Online Marketplace
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