PENGARUH E-WOM DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL MEDIASI

Nafika Wahyu Yusita, Rizal Ula Ananta Fauzi, Heny Sidanti

Abstract


Currently, there is a significant movement in people's lifestyles towards digitalization and the growth of the digital world. One of the businesses that innovate in responding to people's interest in e-commerce is TikTok. The purpose of this study is to provide empirical support for the influence of price perception and E-WOM on purchasing decisions, with trust acting as a mediating factor. This study uses a quantitative research methodology. 385 respondents constitute the total sample size for the random sampling procedure. A questionnaire was used in the data collection process. Meanwhile, Smart-PLS 4 was used for data analysis. The results of the study indicate that: 1) E-WOM has a good and substantial impact on the decision of Madiun residents to buy Tik Tok Shop products. 2) At the Tik Tok Shop in Madiun City, customer perceptions of price have a positive and real influence on their purchasing decisions. 3) At the Tik Tok Shop in Madiun City, trust has a positive and substantial influence on purchasing decisions. 4) E-WOM has a large and positive influence on trust in the Tik Tok Shop in Madiun City. 5) The price perception of the Tik Tok Shop in Madiun City is positively and significantly influenced by trust. 6) At the Tik Tok Store in Madiun City, E-WOM on purchasing decisions can be significantly moderated by the trust variable. 7) At the Tik Tok Store in Madiun City, price perception can be significantly moderated by the trust variable.

Keywords: E-WOM, Price Perception, Trust, Purchasing Decisions

Full Text:

PDF

References


Adriyati, R., & Indriani, F. (2017). Pengaruh Electronic Word Of Mouth Terhadap Citra Merek Dan Minat Beli Pada Produk Kosmetik Wardah. Diponegoro Journal Of Management, Vol.6 No.4, 1-14.

Anggraeni, G. M. (2023). Pengaruh Persepsi Harga Produk dan Electronic Word of Mouth Terhadap Kepercayaan Pengguna Aplikasi Tokopedia pada Mahasiswa di Wilayah Semarang. Student Scientific Creativity Journal (SSCJ)Vol.1, No.2 Maret 2023 e-ISSN :2985-3753; p-ISSN :2985-3761, Hal 401-411.

Dewi, M. C., Fauzi, R. U. A., & Murniyati, D. (2023, September). Pengaruh Electronic Word Of Mouth (e-WOM) Terhadap Keputusan Pembelian Dimediasi Oleh Kepercayaan (Studi Kasus Followers Instagram@ madiunngemil). In SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi (Vol. 5). Febiyati, L. (2022). Pengaruh E-Wom, Brand Image, Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Pengguna Grab Melalui Minat Beli Sebagai Variabel Intervening. Jurnal Manajemen dan Dinamika Bisnis. Vol 1 (No 1) 2022, Hal: 28-39.

Kurniasari, W. F., Sidanti, H., & Kadi, D. C. A. (2022, October). Pengaruh Price Perception Dan Celebrity Recommendation Terhadap Purchase Decision Melalui Electronic Word Of Mouth (E-WOM) Sebagai Variabel Intervening Pada Bread And Butter Bakery Madiun. In SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi (Vol. 4).

Puspitasari, P. R. (2024). Trust Sebagai Variabel Mediasi Dari E-Wom Dan Perceived Value Terhadap Purchase Intention Handphone Di Shopee. Jurnal Lentera Bisnis ISSN Cetak 2252-9993, ISSN Online 2598-618X Volume 13, Nomor 1, Januari 2024.

Rohman, D. F., Sidanti, H., & Fauzi, R. U. A. (2022, October). Pengaruh Harga, Celebrity Endorser, Electronic Word of Mouth, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu Ventela (Studi Kasus Masyarakat Di Kota Madiun). In SIMBA: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi (Vol. 4).


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun