Published: 2024-04-01

Pengaruh Frugal Living, Harga dan E-WoM Terhadap Keputusan Pembelian Konsumen Pengguna Aplikasi E-Commerce Shopee

DOI: 10.35870/jemsi.v10i2.2305

Rana Salsabilah, Siti Komariah Hildayanti, Shafiera Lazuarni
  • Rana Salsabilah: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Siti Komariah Hildayanti: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Shafiera Lazuarni: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
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Abstract

E-Commerce dapat membantu masyarakat menjangkau pasar yang jauh lebih luas hanya dengan menggunakan teknologi internet yang ada tanpa harus meluangkan waktu, tempat dan tenaga. Penelitian ini bertujuan untuk mengetahui Pengaruh Frugal Living, Harga dan E-WoM terhadap Keputusan Pembelian Konsumen Pengguna Aplikasi E-Commerce Shopee secara parsial maupun simultan.


Metode penelitian yang digunakan adalah penelitian kuantitatif dengan bantuan SPSS versi 26. Teknik analisis yang digunakan dalam penelitian adalah model regresi linear berganda. Teknik penentuan sampel menggunakan Convenience Sampling. Populasi dalam penelitian ini adalah para konsumen pengguna aplikasi Shopee di Kota Palembang. Teknik penentuan jumlah sampel menggunakan rumus Hair et., al diperoleh 150 responden.


Hasil penelitian menunjukkan bahwa variabel Frugal Living, Harga dan E- WoM masing-masing berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian. Besarnya pengaruh Frugal Living, Harga dan E-WoM terhadap Keputusan Pembelian secara simultan 68,8% dan sisanya 31,2% dipengaruhi variabel lain yang tidak diteliti. Frugal Living, Harga dan E-Wom berpengaruh secara simultan terhadap Keputusan Pembelian Konsumen Pengguna Aplikasi Shopee.

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How to Cite

Salsabilah, R., Siti Komariah Hildayanti, & Shafiera Lazuarni. (2024). Pengaruh Frugal Living, Harga dan E-WoM Terhadap Keputusan Pembelian Konsumen Pengguna Aplikasi E-Commerce Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1220-1230. https://doi.org/10.35870/jemsi.v10i2.2305
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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