Pengaruh Harga, Persepsi Kemudahan Penggunaan, dan E-Wom terhadap Keputusan Pembelian Melalui Tiktok Shop di Kota Medan

Abstract

Tiktok Shop just launched in September 2021. Although Tiktok Shop is a new feature of Tiktok, the sales results from Tiktok Shop are very large. And also the popularity of Tiktok, which is currently in great demand by Tiktok users around the world. Not only that because Tiktok Shop is a new thing researchers are becoming increasingly interested in doing this research. This study aims to analyze the influence of price on the purchase decision on Tiktok Shop, analyze the influence of perception of Ease of use on the purchase decision on Tiktok Shop and analyze the influence of E-WOM on the purchase decision on Tiktok Shop, and analyze the influence of price, perception of Ease of Use, and E-WOM on the purchase decision on Tiktok Shop. The research method used in this study is quantitative. The population in this study was Tiktok Shop consumers, the sample set amounted to 100 consumers (respondents) with sampling techniques using purposive sampling. Data collection techniques in this study used primary data obtained from the distribution on google form, for secondary data obtained through books and articles related to this study. Data analysis methods used are validity test, reliability test, classical assumption test, multiple linear analysis, partial test, simultaneous test, and determination test. The results of this study showed that the price (X1) perceived Ease of Use (X2) significantly affects on purchase decision. Meanwhile, E-WOM (X3) did not significantly affect consumer loyalty. However, the price, the perceived Ease of Use, and E-WOM influence simultaneously the purchase decision (Y). The results of the correlation coefficient (R) value of 0.854, where the value of this coefficient shows the relationship between price, the perceived Ease of Use, and E-WOM to purchase decision. The value of the coefficient of determination of this study shows that the variable price, perceived easy of use, and e-WOM on purchase decision of Tiktok shop in Medan city is 72,1%.