Pengaruh Harga dan Ulasan Produk terhadap Keputusan Pembelian Produk Fashion Secara Online di Blibli

Wijayanto, Firdaus (2025) Pengaruh Harga dan Ulasan Produk terhadap Keputusan Pembelian Produk Fashion Secara Online di Blibli. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the effect of price on online fashion product purchasing decisions at Blibli, and the influence of product reviews on online fashion product purchasing decisions at Blibli. This study is a survey study. The research method used is quantitative. The population in this study are Blibli consumers who reside in Bekasi City and have made at least one purchase. The sample in this study amounted to 100 respondents. In sampling, purposive sampling was used. The data collection technique used a questionnaire distributed to consumers via Google Form. Data analysis was carried out using statistical tests and calculations with multiple linear regression analysis calculated using Statistical Product and Service Solution Version 27.0. The results of multiple regression analysis were obtained based on the questionnaire answers that had been processed using SPSS, namely Y = 3.243 + 0.303 (X1) + 0.837 (X2) + e, while the results of the F test obtained that the price and product review variables together had a significant effect on consumer purchasing decisions. This was proven by the F count value of 195.772 with a significant value of 0.001 and smaller than α = 0.05, so it can be concluded that Ho is rejected and Ha is accepted. Furthermore, the results of the t test obtained that price and product reviews have a positive and significant effect on Blibli purchasing decisions. This was proven by the results of the price t count β1 of 0.303 with a significant value of 0.041, and product reviews t count β2 of 0.837 with a significant value of 0.001, so Ho is rejected and Ha is accepted. Price and product reviews together influence purchasing decisions by 79.7%, while the remainder is influenced by other factors such as consumer satisfaction, product quality, trust, loyalty and service.

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