PENGARUH HARGA PRODUK, RATING REVIEW DAN PERSEPSI RISIKO TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC MELALUI MARKETPLACE SHOPEE DI WILAYAH MADIUN

Abstract

The objectives to be achieved in accordance with the problem formulation described above are to examine and measure the effect of product prices, rating reviews and perceived risk on buying interest in Somethinc skincare products through the Shopee marketplace in the Madiun Region. The type of research used in this study is a quantitative approach. In research using multiple linear regression techniques. Sampling using Purposive Sampling technique. The sample used was 384 respondents. The results of the research with a significance of 0.05 show that: (1) Price has a significant effect on purchase intention, a tcount value of 3.129 is greater than ttable 1.966 and a Sig. (0.000) < 0.05 then H0 is rejected and H1 is accepted. (2) The rating review has a significant effect on buying interest, the tcount value is 5.918 which is greater than the ttable 1.966 and the Sig. (0.000) < 0.05 then H0 is rejected and H2 is accepted. (3) Perceived risk has a significant effect on purchase intention, a tcount value of 3.918 is greater than ttable 1.966 and a Sig. (0.000) < 0.05 then H0 is rejected and H4 is accepted. (4) Price, rating review and perceived risk simultaneously influence the intention to buy some think skincare products through the marketplace shopee in the Madiun area. Based on the results of the F test using the SPSS program, an Fcount value of 9.160 is obtained, greater than Ftable 2.47 and a Sig value. (0.000) < 0.05 then H0 is rejected and Ha4 is accepted.

Keywords: Product Price, Review Rating, Perceived Risk and Purchase Intention