Dampak Testimoni terhadap Keputusan Berbelanja pada Pengguna Aplikasi Shope di Kota Mataram
DOI:
https://doi.org/10.37481/jmh.v4i3.996Keywords:
Testimonial, Purchasing Decision, Shopee Application, Mataram CityAbstract
This study examines the effect of testimonials on shopping decisions among Shopee app users in Mataram City. Utilizing a mixed-methods approach, the research integrates both quantitative and qualitative elements to enhance the understanding of the investigated issues. Quantitative methods involve performing t-tests and f-tests on a sample of 140 Shopee users in Mataram City. The results reveal that both testimonials concerning product quality and those regarding service quality are significant determinants of purchasing decisions. Specifically, testimonials related to product quality significantly influence purchasing decisions, as evidenced by a t-test value of 4.279, which exceeds the t-table value of 1.65589, thereby supporting H1. Similarly, testimonials regarding service quality also impact purchasing decisions, with a t-test value of 6.823 surpassing the t-table value of 1.65589, thus supporting H2. The f-test further confirms that testimonials about both product quality and service quality collectively affect purchasing decisions, with the significance value of 0.000 being less than the p-value of 0.05, thereby validating H3. Therefore, explanatory analysis underscores that testimonials can influence purchasing decisions due to the paramount importance of product quality assessments and service quality evaluations.
References
Adabi, N. (2020). Pengaruh citra merek, kualitas pelayanan dan kepercayaan konsumen terhadap keputusan pembelian indihome di witel telkom depok. Jurnal Manajemen, 12(1), 32–39.
Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3), 96–107.
Annur, C. M. (2022). Ini Situs E-Commerce dengan Pengunjung Terbanyak per Agustus 2022. Katadata. https://databoks.katadata.co.id/datapublish/2022/09/20/ini-situs-e-commerce-dengan-pengunjung- terbanyak-per-agustus-2022
Anwar, R. N., & Wardani, F. A. (2021). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Produk Scarlett Di E-Commerce Shopee. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 8(5), 1370–1379.
Budiono, A. (2020). Pengaruh Kualitas Pelayanan, Harga, Promosi, Dan Citra Merek Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 17(2), 1–15.
Cahya, A. D., Andrian, R., & Ramadhani, R. C Dwijayanti, E. (2021). Pengaruh Kualitas Pelayanan, dan Harga Terhadap Keputusan Pembelian (Studi Kasus Roti Bakar 97). JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 5(1), 175–183.
Dawadi, S., Shrestha, S., & Giri, R. A. (2021). Mixed-Methods Research: A Discussion on its Types, Challenges, and Criticisms. Journal of Practical Studies in Education, 2(2), 25–36.
Dhaefina, Z., Nur, M. A., Sanjaya, V. F., & Artikel, I. (2021). Pengaruh Celebrity Endorsment, Brand Image dan Testimoni terhadap Minat Beli Konsumen Produk Mie Lemonilo pada Media Sosial Intagram. Jurnal Manajemen, 7(1), 43–48.
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics. SAGE Publications Ltd.
Hamaker, E. L., Mulder, J. D., & Van IJzendoorn, M. H. (2021). Description, prediction and causation: Methodological challenges of studying child and adolescent development. Developmental Cognitive Neuroscience. https://doi.org/10.1016/j.dcn.2020.100867
Iskandar, D., & Nasution, M. I. B. (2019). Analisis Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Online Shop Lazada (Studi Kasus Pada Mahasiswa/i FEB UMSU). Proseding Seminar Nasional Kewirausahaan, 1(1), 128–137.
Kumar, A., Brar, V., Chaudhari, C., & Raibagkar, S. S. (2022). Discrimination against private-school students under a special quota for the underprivileged: a case in India. Asia Pacific Education Review, 1–10.
Manoy, T. I., Mananeke, L., & Jorie, R. J. (2021). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada CV. Ake Maumbi. Jurnal EMBA, 9(4), 314–323.
Maulana, A. S. (2016). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan PT. TOI. Jurnal Ekonomi Universitas Esa Unggul, 7(2), 113–125.
Mulawarman, L., Hasan, H., & Sharif, S. M. (2020). Motivations And Challenges Of Women Entrepreneurs: The Indonesian Mumpreneur Perspective. European Journal of Molecular & Clinical Medicine, 7(6), 3060–3074.
Nuriani, L., & Syaifullah, S. (2022). Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Online Shop the Zenzy Shoes. SCIENTIA JOURNAL: Jurnal Ilmiah Mahasiswa, 5(2), 1–10.
Oliveira, A. S. de, Souki, G. Q., Silva, D. da, Rezende, D. C. de, & Batinga, G. L. (2023). Service guarantees in an e-commerce platform: proposition of a framework based on customers’ expectations, negative experiences and behavioural responses. Asia-Pacific Journal of Business Administration, 15(2), 225– 244.
Paramita, A., Ali, H., & Dwikoco, F. (2022). Pengaruh Labelisasi Halal, Kualitas Produk, dan Minat Beli Terhadap Keputusan Pembelian (Literatute Review Manajemen Pemasaran). JMPIS Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(2), 660–669.
Putri, A. Y. (2021). Analisis Unsur-Unsur Kualitas Produk Yang Berpengaruh Terhadap Keunggulan Bersaing Dan Dampaknya Terhadapmarket Share (Studi Pada Laptop Merek Asus). Universitas Pembangunan Nasional Veteran Jawa Timur.
Rohadian, S., & Amir, M. T. (2019). Upaya Membangun Customer Engagement Melalui Media Sosial Instagram. Journal of Entrepreneurship, Management and Industry (JEMI), 2(4), 179–186. https://doi.org/10.36782/jemi.v2i4.1925
Rosmadi, M. L. N., & Romdonny, J. (2018). Pengaruh Merek, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Bola Sepak. IKRA-ITH Humaniora : Jurnal Sosial Dan Humaniora, 2(2), 82–89.
Rostianto, M. M. E.-M., Ramdan, A. M., & Mulia, F. (2019). Attraction of Testimonials In Social Media And Brand Image On Purchase Decisions. Journal of Economic, Business and Accounting, 3.
Safrizal, R. A. (2021). Komentar Dan Testimoni User Marketplace Shopee Pada Pembelian Produk Elektronik Dalam Prespektif Khiyar Ta’Yin. Al-Mudharabah: Jurnal Ekonomi Dan Keuangan Syariah, 3(2), 86–93.
Salkind, N. J. (2012). Exploring Research, Eighth Edition (S. Frail (ed.)). Library of Congress Cataloging.
Samosir, V. H. (2021). Pengaruh Brand Ambassador, Promosi, Dan Testimoni E-Commerce Shopee Terhadap Keputusan Pembelian Konsumen Pada Mahasiswa Feb Uma Pengguna Shopee. In Universitas Medan Area.
Saputra, I. A. G., Soewarno, N., & Isnalita, I. (2019). Faktor-Faktor yang Memengaruhi Keputusan Pembelian Generasi Z pada Kegiatan Bisnis Berbasis E-Commerce. Jurnal Riset Dan Aplikasi: Akuntansi Dan Manajemen, 4(1), 32–51.
Satrio, R. D., & Pudjoprastyono, H. (2022). Analisis Pengaruh Testimoni Dan Endorsement Terhadap Minat Beli Pada Toko Seikat Kembang Madiun. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 9(2), 563–568.
Sekaran, U., & Bougie, R. (2010). Research Methods For Business: A Skill Building Approach (5th ed.). Library of Congress Cataloging-in-Publication Data.
Shin, S., Shin, H. H., & Gim, J. (2023). How positive do testimonials on a restaurant website need to be? Impact of positivity of testimonial reviews on customers’ decision-making. International Journal of Hospitality Management, 108.
Simatupang, M. P., & Utomo, D. P. (2019). Analisa Testimonial Dengan Menggunakan Algoritma Text Mining Dan Term Frequency- Inverse Document Frequence (Tf-Idf) Pada Toko Allmeeart. KOMIK (Konferensi Nasional Teknologi Informasi Dan Komputer), 3(1), 808–814.
Tismia, I. (2022). Pengaruh Brand Trust, Kualitas Produk, Influencer Dan Testimoni Terhadap Keputusan Pembelian Skincare Ms Glow. In Universitas Muhammadiyah Malang.
Tóth, Z., Nieroda, M. E., & Koles, B. (2020). Becoming a more attractive supplier by managing references – The case of small and medium-sized enterprises in a digitally enhanced business environment. Industrial Marketing Management, 84, 312–327.
Utari, Y. D. (2022). Analisis Kualitas Produk, Promosi Online, Dan Testimonial Terhadap Keputusan Pembelian Pada Produk Skincare Scarlett Whitening Di Shopee (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis UN PGRI Kediri. Universitas Nusantara PGRI Kediri.
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L Aljaberi, M. A., Hasan, N., Hamid, & M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102721
Victoriadita, S. A., & Wahyuningtyas, Y. F. (2023). Pengaruh Kualitas Pelayanan Dan Promosi Digital Terhadap Minat Beli Kunin Daster Yogyakarta. Jurnal Ekobis Dewantara, 6(2), 504–514.
Wahyudi, Y. H., Kristanti, D., & Nurbambang, R. (2020). Analisis Pengaruh Produk, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Ulang Pada Bakpia Endous Kediri. Riset Bisnis Ekonomi, 1(1), 48–67.
Wibawa, T. (2020). Pengaruh Promosi, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Ulang Belanja Online Shopee. In Universitas Muhammadiyah Surakarta.
