Pengaruh Harga Yang Dirasakan dan Online Consumer Review Terhadap Perilaku Pembelian Lintas Platform Pada Aplikasi Tiktok Shop di Sidoarjo
Keywords:
perceived price, online consumer reviews, a cross-platform buying behaviorAbstract
Currently, e-commerce has become the most important use of online shopping activities. This is in accordance with various events that exist in society, one of which is traditional shopping which has changed to online shopping. Thus consumers switch to buying needs online, one of which is using the Tiktok Shop application which is being widely used by people today, Tiktok Shop is not only used for content but can be used for promotion as well as selling its products. The purpose of writing this article is that the author wants to analyze and find out how much influence the perceived price and online consumer reviews have on cross-platform buying behavior on the Tiktok Shop application in Sidoarjo. The selected population is consumers who use the Tiktok Shop application in Sidoarjo who have filled out a questionnaire distributed by random sampling of 150 respondents. However, only 125 respondents were included in this study. The data will be analyzed using multiple linear regression analysis techniques. Based on this research, it provides results which state that perceived price and online consumer reviews are predictors that have a significant positive effect on cross-platform purchasing behavior.
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