PENGARUH ONLINE CUSTOMER REVIEW, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PVN SHOES

Abstrak

Penelitian dirancang guna mengidentifikasi bagaimana online customer review PVN Shoes, kualitas produk, serta persepsi harga memengaruhi keputusan pembeli mereka. Analisis ini dilakukan secara kuantitatif dan menggunakan teknik pemilihan sampel non-probability. Penelitian ini melibatkan 97 responden sebagai sampel, dipilih menggunakan metode purposive sampling, berdasarkan persyaratan konsumen yang pernah membeli produk PVN Shoes sebelumnya. Data diperoleh melalui kuesioner menggunakan skala Likert, kemudian diolah melalui program komputer SPSS versi 27. Hasil pengujian mengindikasikan bahwa online customer review (t = 3.585, sig = 0.001) kualitas produk (t = 2.895, sig = 0.005), dan persepsi harga (t = 9.837, sig = 0.001) berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian. Terdapat temuan bahwa online customer review, kualitas produk, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian PVN Shoes secara simultan (bersama) dengan hasil (f = 131.748, sig = 0.001). Ketiga variabel tersebut mampu menjelaskan 81% dari keputusan pembelian.

The study was designed to identify how online customer reviews of PVN Shoes, product quality, and price perceptions influence their purchasing decisions. This analysis was conducted quantitatively and used a non-probability sampling technique. This study involved 97 respondents as samples, selected using a purposive sampling method, based on the requirements of consumers who had previously purchased PVN Shoes products. Data were obtained through a questionnaire using a Likert scale, then processed using the SPSS version 27 computer program. The test results indicated that online customer reviews (t = 3.585, sig = 0.001), product quality (t = 2.895, sig = 0.005), and price perception (t = 9.837, sig = 0.001) had a positive and significant partial effect on purchasing decisions. There were findings that online customer reviews, product quality, and price perception had a positive and significant effect on purchasing decisions of PVN Shoes simultaneously (together) with the results (f = 131.748, sig = 0.001). These three variables are able to explain 81% of purchasing decisions.