Pengaruh Persepsi Harga, Electronic Word of Mouth dan Kualitas Produk Tehadap Keputusan Pembelian Online melalui Shopee (Studi Kasus pada Konsumen Erigo di Kota Kraksaan)

Abstrak

Erigo is a men's and women's fashion brand made in Indonesia by providing various products such as t-shirts, shirts, jackets, pants, and bags made with the best quality materials and unique designs. This study aims to determine how much influence price perception, electronic word of mouth and product quality have on online purchasing decisions for Erigo products in the city of Kraksaan. The research method used in this research is quantitative. Data were collected through questionnaires, and in
this study 60 respondents were used. The population in this study is infinite or the number is unknown, then the sampling technique used is Rescoe. Hypothesis testing is done by using multiple linear regression analysis techniques. After partial testing or t-test, the following results were obtained: 1) price perception has no effect on online purchasing decisions for Erigo products in Kraksaan city. 2) electronic word of mouth has an effect on online purchasing decisions for Erigo products in the city of Kraksaan. 3) product quality influences online purchasing decisions for Erigo products in Kraksaan city. 4) the value of the coefficient of determination (R2) produced is 0.437 or 43.7% of purchasing decisions can be explained by the variables of Price Perception, Electronic Word of Mouth and Product Quality.