Analisis Pengaruh Diskon Harga, Ulasan Produk, Dan Persepsi Kualitas Terhadap Minat Beli Pengguna Flashsale TikTokShop
Kata Kunci:
flashsale, diskon harga, ulasan produk, persepsi kualitas, minat beliAbstrak
Perubahan perilaku masyarakat yang cenderung memilih berbelanja secara daring, menuntut para pelaku usaha untuk aktif dalam mempromosikan produk atau layanan melalui berbagai platform digital seperti media sosial. Dengan adanya platform TikTokShop membantu para pelaku bisnis untuk meningkatkan penjualan dan memperkuat strategi pemasaran melalui flashsale. Survei awal terhadap mahasiswa aktif Departemen Sistem Informasi, Fakultas Ilmu Komputer, Universitas Brawijaya menyebutkan bahwa adanya faktor yang mempengaruhi minat beli. Penelitian ini bertujuan untuk mengidentifikasi pengaruh variabel diskon harga, ulasan produk, dan persepsi kualitas terhadap minat beli pengguna. Data dikumpulkan menggunakan teknik purposive sampling dengan melibatkan 95 responden. Untuk menganalisis data menggunakan metode Generalized Linier Model (GLM). Hasil analisis menunjukkan bahawa variabel diskon harga dan persepsi kualitas memiliki pengaruh secara signifikan terhadap minat beli. Sedangkan variabel ulasan produk tidak memiliki pengaruh secara signifikan terhadap minat beli.
Referensi
Aisya, S., & Najmi, D. F. (2023). PERILAKU KONSUMEN HALAL: PELUANG USAHA GENERASI MILENIAL PASCA PANDEMI DI KOTA PALU. In Jurnal Ilmu Ekonomi dan Bisnis Islam (Vol. 5, Issue 1). https://kumparan.com/rachma-ardia-
Atqiyya Baroroh, R., Kussudyarsana, & Soeptaini. (2022). THE EFFECT OF PRICE, PRODUCT, AND FLASH SALE ON REPURCHASE DECISION WITH CUSTOMER SATISFACTION AS MODERATION ON TIKTOKSHOP FEATURES Oleh. Jurnal Ekonomi Dan Bisnis, 11(1). www.apjii.or.id
Bias Btari, B., & Edy Halim, R. (2023). The effect of retailer awareness, retailer association, retailer perceived quality, and retailer loyalty towards purchase intention. JEMBAR, 1(1), 1–21. https://doi.org/10.61511/jemba
Data Reportal. (2024, February 21). DIGITAL 2024 : INDONESIA . Data Reportal.
Faturrohman, M. D., & Widarta. (2024). The Influence of Flash Sales, Viral Marketing and Electronic Word of Mouth (E-WOM) on the Purchase Intention of Z Generation in Online Shopping on Tiktok Shop Marketplace. Formosa Journal of Multidisciplinary Research, 3(7), 2683–2698. https://doi.org/10.55927/fjmr.v3i7.10093
Ghozali, I. (2016). APLIKASI ANALISIS MULTIVARIETE DENGAN PROGRAM IBM SPSS 23 (I. Ghozali, Ed.; 8th ed.). Badan Penerbit Universitas Diponegoro.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Larasati, K. L. D., & Yasa, N. N. K. (2021). THE ROLE OF POSITIVE EMOTION IN MEDIATING THE EFFECT OF PRICE DISCOUNT ON IMPULSE BUYING INDOMARET CUSTOMERS IN DENPASAR CITY, INDONESIA. European Journal of Management and Marketing Studies, 6(2). https://doi.org/10.46827/ejmms.v6i2.1009
Nazara, I. H., & Yunita, M. (n.d.). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN (STUDI PADA KONSUMEN PLATFORM TIKTOK SHOP).
Oroh, D., Tumbuan, W., Gunawan, E., C Oroh, D. G., F Alfa Tumbuan, W. J., & Gunawan, E. M. (2024). THE INFLUENCES OF LIVE STREAMING AND FLASH SALE IN TIKTOK SHOP TOWARD PURCHASE DECISION OF ECONOMICS AND BUSINESS FACULTY. 10(03), 956–967.
Siagian, A. O., & Martiwi, R. (2020). Kemajuan Pemasaran Produk Dalam Memanfaatkan Media Sosial Di Era Digital. In Jurnal Pemasaran Kompetitif (Vol. 3, Issue 3). http://www.openjournal.unpam.ac.id/index.php/JPK
Aisya, S., & Najmi, D. F. (2023). PERILAKU KONSUMEN HALAL: PELUANG USAHA GENERASI MILENIAL PASCA PANDEMI DI KOTA PALU. In Jurnal Ilmu Ekonomi dan Bisnis Islam (Vol. 5, Issue 1). https://kumparan.com/rachma-ardia-
Atqiyya Baroroh, R., Kussudyarsana, & Soeptaini. (2022). THE EFFECT OF PRICE, PRODUCT, AND FLASH SALE ON REPURCHASE DECISION WITH CUSTOMER SATISFACTION AS MODERATION ON TIKTOKSHOP FEATURES Oleh. Jurnal Ekonomi Dan Bisnis, 11(1). www.apjii.or.id
Bias Btari, B., & Edy Halim, R. (2023). The effect of retailer awareness, retailer association, retailer perceived quality, and retailer loyalty towards purchase intention. JEMBAR, 1(1), 1–21. https://doi.org/10.61511/jemba
Data Reportal. (2024, February 21). DIGITAL 2024 : INDONESIA . Data Reportal.
Faturrohman, M. D., & Widarta. (2024). The Influence of Flash Sales, Viral Marketing and Electronic Word of Mouth (E-WOM) on the Purchase Intention of Z Generation in Online Shopping on Tiktok Shop Marketplace. Formosa Journal of Multidisciplinary Research, 3(7), 2683–2698. https://doi.org/10.55927/fjmr.v3i7.10093
Ghozali, I. (2016). APLIKASI ANALISIS MULTIVARIETE DENGAN PROGRAM IBM SPSS 23 (I. Ghozali, Ed.; 8th ed.). Badan Penerbit Universitas Diponegoro.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Larasati, K. L. D., & Yasa, N. N. K. (2021). THE ROLE OF POSITIVE EMOTION IN MEDIATING THE EFFECT OF PRICE DISCOUNT ON IMPULSE BUYING INDOMARET CUSTOMERS IN DENPASAR CITY, INDONESIA. European Journal of Management and Marketing Studies, 6(2). https://doi.org/10.46827/ejmms.v6i2.1009
Nazara, I. H., & Yunita, M. (n.d.). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN (STUDI PADA KONSUMEN PLATFORM TIKTOK SHOP).
Oroh, D., Tumbuan, W., Gunawan, E., C Oroh, D. G., F Alfa Tumbuan, W. J., & Gunawan, E. M. (2024). THE INFLUENCES OF LIVE STREAMING AND FLASH SALE IN TIKTOK SHOP TOWARD PURCHASE DECISION OF ECONOMICS AND BUSINESS FACULTY. 10(03), 956–967.
Siagian, A. O., & Martiwi, R. (2020). Kemajuan Pemasaran Produk Dalam Memanfaatkan Media Sosial Di Era Digital. In Jurnal Pemasaran Kompetitif (Vol. 3, Issue 3). http://www.openjournal.unpam.ac.id/index.php/JPK
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