PENGARUH E-MARKETING, ULASAN PRODUK DAN KUALITAS PRODUK

TERHADAP KEPUTUSAN PEMBELIAN ONLINE PRODUK TARITALI MACRAME DI

MARKETPLACE SHOPEE

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh e-marketing, ulasan produk, dan kualitas
produk terhadap keputusan pembelian online produk Taritali Macrame di marketplace Shopee.
Penelitian ini dilakukan dengan pendekatan kuantitatif. Pengumpulan data primer dilakukan
dengan menyebar kuesioner kepada sampel sebanyak 100 responden yang berusia minimal 17
tahun, melakukan pembelian online produk Taritali Macrame di marketplace Shopee, dan
melakukan pembelian produk online produk Taritali Macrame di marketplace Shopee selama 1
tahun terakhir selama penelitian ini dilakukan. Hasil Uji Instrumen menyatakan bahwa data dalam
penelitian ini valid dan reliabel. Hasil Uji Asumsi Klasik dinyatakan bahwa data dalam penelitian
ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinieritas,
dan heteroskedastisitas. Hasil penelitian ini menunjukkan bahwa e-marketing berpengaruh positif
dan signifikan terhadap keputusan pembelian online produk Taritali Macrame di marketplace
Shopee dengan tingkat signifikansi sebesar 0,00 < 0,05. Kemudian untuk ulasan produk
berpengaruh positif dan signifikan terhadap keputusan pembelian online produk Taritali Macrame
di marketplace Shopee dengan tingkat signifikansi yang sama yaitu sebesar 0,04 < 0,05. Kemudian
untuk kualitas produk tidak berpengaruh positif dan signifikan terhadap keputusan pembelian
online produk Taritali Macrame di marketplace Shopee dengan tingkat signifikansi yang sama
yaitu sebesar 0,051 > 0,05.
Kata kunci: E-marketing, Ulasan Produk, Kualitas Produk dan Keputusan Pembelian Online
THE INFLUENCE OF E-MARKETING, PRODUCT REVIEWS AND PRODUCT QUALITY

ON ONLINE PURCHASE DECISIONS OF TARITALI MACRAME PRODUCTS AT

SHOPEE MARKETPLACE

ABSTRACT

This study aims to analyze the effect of e-marketing, product reviews, and product quality on online
purchasing decisions for Taritali Macrame products on the Shopee marketplace. This research
was conducted with a quantitative approach. Primary data collection was carried out by
distributing questionnaires to a sample of 100 respondents who were at least 17 years old,
purchasing Taritali Macrame products online at the Shopee marketplace, and purchasing Taritali
Macrame products online at the Shopee marketplace for the past 1 year during which this research
was conducted. The results of the Instrument Test stated that the data in this study were valid and
reliable. The results of the Classical Assumption Test stated that the data in this study were
normally distributed and produced a regression model that was free from multicollinearity and
heteroscedasticity. The results of this study indicate that e-marketing has a positive and significant
effect on online purchasing decisions for Taritali Macrame products in the Shopee marketplace
with a significance level of 0.00 <0.05. Then for product reviews it has a positive and significant
effect on online purchasing decisions for Taritali Macrame products on the Shopee marketplace
with the same significance level of 0.04 <0.05. Then for product quality it has no positive and
significant effect on online purchasing decisions for Taritali Macrame products on the Shopee
marketplace with the same significance level of 0.051 > 0.05.

Keywords: E-marketing, Product Reviews, Product Quality and Online Purchasing Decisions