PENGARUH BRAND AWARENESS, REVIEW PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI SHOPEE

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, Review Produk, dan Persepsi Harga terhadap Keputusan Pembelian produk Somethinc di platform e-commerce Shopee. Jenis penelitian ini adalah penelitian kuantitatif dengan menggunakan data primer yang diperoleh melalui penyebaran kuesioner secara online. Sampel dalam penelitian ini adalah konsumen yang pernah melakukan pembelian produk Somethinc di Shopee, dengan teknik pengambilan sampel non-probability sampling menggunakan metode purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan program SPSS versi 30. Hasil penelitian menunjukkan bahwa: (1) Brand Awareness berpengaruh positif dan signifikan terhadap Keputusan Pembelian; (2) Review Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian; (3) Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Secara simultan, Brand Awareness, Review Produk, dan Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Somethinc di Shopee.

This study aims to determine the influence of Brand Awareness, Product Reviews, and Price Perception on the Purchase Decision of Somethinc products on the Shopee e-commerce platform. This research uses a quantitative approach with primary data obtained through online questionnaires. The sample consists of consumers who have purchased Somethinc products on Shopee, using a non-probability sampling technique with purposive sampling method. Data analysis was conducted using multiple linear regression assisted by SPSS version 30. The results of the study indicate that: (1) Brand Awareness has a positive and significant effect on Purchase Decision; (2) Product Reviews have a positive and significant effect on Purchase Decision; (3) Price Perception has a positive and significant effect on Purchase Decision. Simultaneously, Brand Awareness, Product Reviews, and Price Perception have a positive and significant effect on the Purchase Decision of Somethinc products on Shopee.