Research Paper
Year: 2022 | Month: August | Volume: 9 | Issue: 8 | Pages: 213-226
DOI: https://doi.org/10.52403/ijrr.20220820
The Effect of Trust, Product Reviews, Price and Product Quality on Tokopedia E-Commerce Purchasing Decisions on Students in Yogyakarta
Almateisa Feryani1, Endang Mulyani2, Sukidjo3
1,2,3Master of Economic Education, Universitas Negeri Yogyakarta, Indonesia
Corresponding Author: Almateisa Feryani
ABSTRACT
This study aims to determine: (1) the effect of trust on purchasing decisions, (2) the effect of product reviews on purchasing decisions, (3) the effect of price on purchasing decisions, (4) the influence of product quality on purchasing decisions, and (5) simultaneous influence of trust, product reviews, price, product quality on purchasing decisions. This research includes causal associative research with a quantitative approach. In determining the number of samples using an unknown population formula so that the results obtained are 384 students. The sampling technique used is accidental sampling. Data were collected by using a questionnaire that had been tested for validity and reliability. The instrument validity test in this study used confirmatory factor analysis (CFA) and the instrument reliability test used Cronbach's alpha. The data analysis technique used is multiple linear regression analysis technique. The results show that: (1) Trust has a positive effect on Purchase Decisions with a beta coefficient value (β) of 0.226 with a beta coefficient (β) of 0.226 and a significance value of 0.000 <0.05; (2) Product Reviews have a positive effect on Purchase Decisions with a beta coefficient (β) of 0.165 and a significance value of 0.000 <0.05; (3) Price, has a positive effect on purchasing decisions with a beta coefficient (β) of 0.112 and a positive value of 0.000 <0.05; (4) Product quality has a positive effect on purchasing decisions with a beta coefficient (β) of 0.269 and a significance value of 0.000 <0.05; (5) Trust, Product Reviews, Price and Product Quality have a simultaneous effect on Purchasing Decisions. The results of the calculation of the simultaneous effect show the Fcount value is greater than Ftable, which is 25.024 > 2.41 with a significance level of 0.000 which means it is smaller than (0.000 < 0.05). The magnitude of the effect shown by the Adjusted Rsquare number is 0.201.
Keywords: Trust, Product Reviews, Price, Product Quality, and Purchase Decision.
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