Pengaruh Ulasan Produk, Kepercayaan, dan Persepsi Daya Saing Harga terhadap Keputusan Pembelian Produk Wardah di Tokopedia
DOI:
https://doi.org/10.61132/jukerdi.v3i5.1769Keywords:
Perceived Price Competitiveness, Product Reviews, Purchase Decision, Trust, WardahAbstract
This study aims to examine the effect of Product Reviews, Trust, and Perceived Price Competitiveness on the Purchase Decision of Wardah beauty products on the Tokopedia marketplace, both partially and simultaneously. This study used a quantitative approach with a binary logistic regression model. The sample consisted of 100 respondents who had purchased Wardah beauty products through Tokopedia. Data were collected using a questionnaire and analyzed with SPSS. The results show that Product Reviews have a negative but statistically insignificant effect on Purchase Decisions, with a coefficient of -0.236, Wald value of 1.607, and significance of 0.205 > 0.05. Trust has a positive but insignificant effect, with a coefficient of 0.027, Wald value of 0.026, and significance of 0.873 > 0.05. Perceived Price Competitiveness also has a positive but insignificant effect, with a coefficient of 0.011, Wald value of 0.005, and significance of 0.943 > 0.05. Simultaneously, the three independent variables do not significantly affect Purchase Decisions, as indicated by the Omnibus Test value of 2.295 with a significance of 0.513 > 0.05. The Nagelkerke R Square of 0.047 indicates that the model explains approximately 4.7% of the variation in Purchase Decisions, while the remaining 95.3% is associated with factors outside the model.
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