Analisis Pengaruh Flash Sale, Online Customer Review dan Gratis Ongkir Terhadap Keputusan Pembelian Dengan Perilaku Konsumtif pada E Commerce TikTok Shop

Authors

  • Nur Fitriani Universitas Muhadi Setiabudi, Indonesia
  • Syariefull Ikhwan Universitas Muhadi Setiabudi, Indonesia
  • Andi Yulianto Universitas Muhadi Setiabudi, Indonesia

DOI:

https://doi.org/10.57235/mantap.v2i2.3303

Keywords:

Flash Sale, Online Customer Review, Gratis Ongkir, Keputusan Pembelian, Perilaku Konsumtif

Abstract

Penelitian ini memiliki tujuan untuk mengetahui bagaimana analisis pengaruh flash sale online customer review dan gratis ongkir terhadap keputusan pembelian dengan perilaku konsumtif pada e-commerce tiktok shop. Penelitian ini menggunakan jenis penelitian deskriptif kuantitatif dengan menggunakan analisis Struktural Equation Modelling (SEM) AMOS 22. Populasi yang digunakan dalam penelitian ini yaitu mhasiswa/i Universitas Muhadi Setiabudi Brebes dengan jumlah 200 responden.Hasil penelitian menunjukkan bahwa keputusan pembelian tidak berpengaruh positif terhadap online customer review dengan nilai CR -0.239 (CR ≥ 1.96) dan nilai probabilitasnya 0.811 (P < 0.05). Variabel keputusan pembelian tidak berpengaruh terhadap gratis ongkir dengan nilai CR 0.278 (CR ≥ 1.96) dan nilai probabilitasnya 0.781 (P < 0.05). Variabel Keputusan pembelian tidak berpengaruh terhadap flash sale dengan nilai CR 2.156 (CR ≥ 1.96) dan niali probabilitasnya 0.031 (P < 0.05). Variabel Perilaku konsumtif tidak berpengaruh positif terhadap flash sale dengan nilai CR 1.201 (CR ≥ 1.96) dan nilai probabilitasnya 0.230 (P < 0.05). Variabel Perilaku konsumtif tidak berpengaruh positif terhadap online customer review dengan nilai CR -0.866 (CR > 1.96) dan nilai probabilitasnya 0.387 (P < 0.05). Variabel perilaku konsumtif tidak berpengaruh positif terhadap gratis ongkir dengan nilai CR -0.754 (CR > 1.96) dan nilai probabilitasnya 0.451 (P < 0.05).

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References

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Published

2024-08-29

How to Cite

Fitriani, N., Ikhwan, S., & Yulianto, A. (2024). Analisis Pengaruh Flash Sale, Online Customer Review dan Gratis Ongkir Terhadap Keputusan Pembelian Dengan Perilaku Konsumtif pada E Commerce TikTok Shop. Journal of Management Accounting, Tax and Production, 2(2), 666–672. https://doi.org/10.57235/mantap.v2i2.3303

Issue

Vol. 2 No. 2 (2024): September 2024

Section

Articles

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