Pengaruh Fitur Virtual Try-On, Online Customer Review, dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Pada Aplikasi Shopee
Main Article Content
Keywords
Virtual Try-On, Online Customer Review, Perceived Price, Purchase Decision
Abstract
This research aims to prove the influence of virtual try-on, online customer reviews, and price perceptions on purchasing decisions for Madame Gie products in the Shopee application. The population in this study are consumers in the city of Surakarta. The research sample used is consumers who have purchased Madame Gie products. This research method is a quantitative research with non-probability sampling technique using purposive sampling method. The research data was obtained by 100 respondents and processed using multiple linear regression analysis techniques using IBM SPSS Statistics software version 23. The results showed that Virtual Try-On had a positive and significant effect on Purchase Decisions, Online Customer Review had a positive and significant effect on Decisions Purchases, and Price Perceptions have a positive and significant effect on Purchase Decisions.
References
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Basegmesz, H., & Yaman, T. (2021). The Role of Virtual Try-On Technology in Online Purchasing Decision. Journal of Research in Business (IMISC 2021 Special Issue), 165-176.
Beck, M., & Crie, D. (2018). I virtually try it… I want it! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286.
Bickart, B., & Schindler, R. (2001). Forum Internet Sebagai Sumber Informasi Konsumen Yang Berpengaruh. Jurnal Pemasaran Interaktif, 15(3), 31-40.
Cheong, H., & Morrison, M. (2008). Ketergantungan konsumen pada informasi produk dan rekomendasi yang ditemukan di UGC. Jurnal Periklanan Interaktif, 8(2), 38-49.
Cho, H., & Schwarz, N. (2012). I like your product when I lik
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Darmansah, A., & Yosepha, S. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30.
Farki, A. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. (Doctoral dissertation, Institut Teknology Sepuluh Nopember).
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of business research, 68(6), 1261-1270.
Hariyanto, H., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2), A234-A239.
Hwangbo, H., Kim, E., Lee, S., & Jang, Y. (2020). Effects of 3D Virtual “Try-On” on Online Sales and Customers’ Purchasing Experiences. IEEE Access, 8, 189479-189489.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
Kotler, P., & Keller. (2016). Marketing Management Sixteenth Ed. New Jersey: Pearson.
Lin, Y., & Wang, M. (2015). Pengembangan Sistem Evaluasi Kecocokan Pakaian dalam Lingkungan Virtual. Alat & Aplikasi Multimedia, Vol. 75 No. 13, 1-13.
M. Schepers. (2015). The impact of online consumer reviews factors on the dutch consumer buying decision.
Mahdafiki, R., Fauziah, F., & Sari, R. (2022). Mixed Reality Edukasi Pengenalan Bioma dengan Metode Occlusion Detection dan Algoritma FAST Corner Detection. Jurnal Inovasi Teknologi Pendidikan, 9(1), 77-90.
Mendur, M., Tawas, H., & Arie, F. (2021). Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 1077-1086.
Noviani, S., & Siswanto, T. (2022). Pengaruh Online Consumer Review, Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee Di Jakarta Selatan. Jurnal Inovasi Manejemen dan Bisnis (JIMB), 1(1), 17-28.
Peter, P., & Olson, J. (1999). Consumer Behavior Perilaku Konsumen dan Strategi Pemasaran (Edisi 4). Erlangga.
Roscoe. (1982). Research Methods For Business. New York: Mc Graw Hill.
Setiaji, P. (2008). Jalan Mudah Ke Analisis Kuantitatif Dilengkapi Dengan Utorial SPSS. Universitas Muhammadiyah Surakarta.
Sutanto, Monica , A., & Atik, A. (2016). Pengaruh Review Konsumen Online Terhadap Niat Beli: Studi Kosmetik Premium di Indonesia. Jurnal Konferensi Internasional tentang Etika Bisnis, Ekonomi dan Ilmu Sosial.
Thalib, S., & Hubbansyah, A. (2022). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian susu beruang bearbrand pada saat pandemi covid-19 (studi empiris pada pelanggan marketplace shopee di Desa Sindangagung Kuningan Jawa Barat). JIMP: Jurnal Ilmiah Manajemen Pancasila, 2(1), 53-69.
Wang, F., Liu, X., & Fang, E. (2015). User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects. Journal of Retailing, 91(3), 372-389.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International journal of management science and business administration, 1(5), 69-80.
Zahara, A., Rini, E., & Sembiring, B. (2021). The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8(2), 422-438.
Zhang, T., Wang, W., Cao, L., & Wang, Y. (2019). The Role of Virtual Try-On Technology in Online Purchase Decision from Consumers' Aspect. Internet Research 29(3) , 529–551. https://doi.org/10.1108/IntR-12-2017-0540.
Aliyah, K. N. (2020). Etika Bisnis Islam dalam Implementasi Teknologi Neuromarketing pada Strategi Pemasaran. JES (Jurnal Ekonomi Syariah), 5(2), 69–86. https://doi.org/10.30736/jesa.v5i2.89
Ardianti, A. N., & Widiartanto, W. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee (Studi pada mahasiswa aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis, 8(2), 55-66.
Basegmesz, H., & Yaman, T. (2021). The Role of Virtual Try-On Technology in Online Purchasing Decision. Journal of Research in Business (IMISC 2021 Special Issue), 165-176.
Beck, M., & Crie, D. (2018). I virtually try it… I want it! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286.
Bickart, B., & Schindler, R. (2001). Forum Internet Sebagai Sumber Informasi Konsumen Yang Berpengaruh. Jurnal Pemasaran Interaktif, 15(3), 31-40.
Cheong, H., & Morrison, M. (2008). Ketergantungan konsumen pada informasi produk dan rekomendasi yang ditemukan di UGC. Jurnal Periklanan Interaktif, 8(2), 38-49.
Cho, H., & Schwarz, N. (2012). I like your product when I lik
e my photo: Misattribution using interactive virtual mirrors. Journal of Interactive Marketing, 26(4), 235-243.
Darmansah, A., & Yosepha, S. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30.
Farki, A. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. (Doctoral dissertation, Institut Teknology Sepuluh Nopember).
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of business research, 68(6), 1261-1270.
Hariyanto, H., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2), A234-A239.
Hwangbo, H., Kim, E., Lee, S., & Jang, Y. (2020). Effects of 3D Virtual “Try-On” on Online Sales and Customers’ Purchasing Experiences. IEEE Access, 8, 189479-189489.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
Kotler, P., & Keller. (2016). Marketing Management Sixteenth Ed. New Jersey: Pearson.
Lin, Y., & Wang, M. (2015). Pengembangan Sistem Evaluasi Kecocokan Pakaian dalam Lingkungan Virtual. Alat & Aplikasi Multimedia, Vol. 75 No. 13, 1-13.
M. Schepers. (2015). The impact of online consumer reviews factors on the dutch consumer buying decision.
Mahdafiki, R., Fauziah, F., & Sari, R. (2022). Mixed Reality Edukasi Pengenalan Bioma dengan Metode Occlusion Detection dan Algoritma FAST Corner Detection. Jurnal Inovasi Teknologi Pendidikan, 9(1), 77-90.
Mendur, M., Tawas, H., & Arie, F. (2021). Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 1077-1086.
Noviani, S., & Siswanto, T. (2022). Pengaruh Online Consumer Review, Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee Di Jakarta Selatan. Jurnal Inovasi Manejemen dan Bisnis (JIMB), 1(1), 17-28.
Peter, P., & Olson, J. (1999). Consumer Behavior Perilaku Konsumen dan Strategi Pemasaran (Edisi 4). Erlangga.
Roscoe. (1982). Research Methods For Business. New York: Mc Graw Hill.
Setiaji, P. (2008). Jalan Mudah Ke Analisis Kuantitatif Dilengkapi Dengan Utorial SPSS. Universitas Muhammadiyah Surakarta.
Sutanto, Monica , A., & Atik, A. (2016). Pengaruh Review Konsumen Online Terhadap Niat Beli: Studi Kosmetik Premium di Indonesia. Jurnal Konferensi Internasional tentang Etika Bisnis, Ekonomi dan Ilmu Sosial.
Thalib, S., & Hubbansyah, A. (2022). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian susu beruang bearbrand pada saat pandemi covid-19 (studi empiris pada pelanggan marketplace shopee di Desa Sindangagung Kuningan Jawa Barat). JIMP: Jurnal Ilmiah Manajemen Pancasila, 2(1), 53-69.
Wang, F., Liu, X., & Fang, E. (2015). User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth Effects. Journal of Retailing, 91(3), 372-389.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International journal of management science and business administration, 1(5), 69-80.
Zahara, A., Rini, E., & Sembiring, B. (2021). The Influence of Seller Reputation and Online Customer Reviews towards Purchase Decisions through Consumer Trust from C2C E-Commerce Platform Users in Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8(2), 422-438.
Zhang, T., Wang, W., Cao, L., & Wang, Y. (2019). The Role of Virtual Try-On Technology in Online Purchase Decision from Consumers' Aspect. Internet Research 29(3) , 529–551. https://doi.org/10.1108/IntR-12-2017-0540.
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Published
Dec 31, 2023
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