Perbedaan Gender dalam Persepsi Harga, Promosi, dan Online Review Produk Pakaian Erigo terhadap Niat Pembelian Online
DOI:
https://doi.org/10.53512/valid.v20i1.273Keywords:
price perception, online reviews, promotions, purchase intentionAbstract
This research have purpose to finding the direct influence between price perceptions, online reviews, and online promotions on the online purchase intention of Erigo products. In addition, gender variable testing is also carried out as a moderation. The data used was primary data from 230 respondents to students in Yogyakarata. The research used quantitative analysis methods using Likert-scale instruments. And than, used Structural Equation Modeling analysis tools using SmartPLS 3.0 for Measurement Model and Structural Model testing. The results of the analysis find the influence of variables of price perception and promotion on online purchase intentions. Meanwhile, online reviews have no effect on online purchase intentions. As for after moderation testing, only the relationship between price perception and purchase intention was significantly moderated by gender. These findings offer implications for marketers to pay attention to product pricing to match price and quality and be able to show product quality signals. Finally in the conclusion section are shown the implications, limitations and future direction of the study
References
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Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001
Liang, Y. (2016). Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context. Computers in Human Behavior, 64, 463–471. https://doi.org/10.1016/j.chb.2016.07.016
Pavlou, P. A., & Dimoka, A. (2006). The nature and role of feedback text comments in online marketplaces: Implications for trust building, price premiums and seller differentiation. Information Systems Research, 17(4), 392–414. https://doi.org/10.1287/isre.1060.0106
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329–346. https://doi.org/10.1177/0092070397254005
Pidada, I. A. I., & Suyasa, P. G. G. T. (2021). the Impact of Content Marketing, Influencers, and E-Promotion on Purchase Intention. Jurnal Ekonomi Dan Bisnis Airlangga, 31(2), 117. https://doi.org/10.20473/jeba.v31i22021.117-123
Tanjung, C., Elfa, N., Sukoco, & Andreas, Y. (2018). Analysis of Price Perception, Promotion, and Trust toward Decision Purchase on Online Site Tokopedia. International Journal of Innovative Science and Research Technology, 3(12), 386–389. www.ijisrt.com
Wifky Muharam & Euis Soliha, 2017. (2017). Keputusan Pembelian Konsumen Honda Mobilio. Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio, 2014, 755–762.
Anwar, M., & Andrean, D. (2021). The Effect of Perceived Quality, Brand Image, and Price Perception on Purchase Decision. Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 176(ICoSIAMS 2020), 78–82. https://doi.org/10.2991/aer.k.210121.012
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Chevalier, J. A., & Mayzlin, D. (2003). The Effect of Word of Mouth on Sales: Online Book Reviews. In NBER WORKING PAPER SERIES THE (Vol. 128, Issue 6). https://doi.org/10.1016/j.thromres.2011.09.001
Chin, W., & Gopal, A. (1995). Adoption intention in GSS: relative importance of beliefs. ACM SigMIS Database, 26(2–3).
Chin W, M. G. (1998). The Partial Least Squares Approach to Structural Formula Modeling. Advances in Hospitality and Leisure, 8（2）(January 1998), 5. https://books.google.com/books?hl=en&lr=&id=EDZ5AgAAQBAJ&oi=fnd&pg=PA295&dq=The+partial+least+squares+approach+to+structural+equation+modeling&ots=49uH6qt2lk&sig=Fwg2GGFWp3LUMMjxMu9h4jbOXnA
Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the Value of Online Product Reviews in Forecastings Sales: The Case of Motion Picture. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales-An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233–242. https://doi.org/10.1016/j.jretai.2008.04.005
Fatmawati, N., & Soliha, E. (2017). Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda.” Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 10(1), 1. https://doi.org/10.20473/jmtt.v10i1.5134
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Grewal, D., Iyer, G. R., & Levy, M. (2004). Internet retailing: Enablers, limiters and market consequences. Journal of Business Research, 57(7), 703–713. https://doi.org/10.1016/S0148-2963(02)00348-X
Gunawan, D. (2020). Pengaruh Social Media Campaign dan Online Promotion Terhadap Purchase Intention Pada Gojek Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–9.http://publication.petra.ac.id/index.php/manajemen- pemasaran/article/viewFile/10471/9329
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (Eighth). Cengage. https://doi.org/10.1002/9781119409137.ch4
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hansen, T., & Jan, J. M. (2009). Shopping orientation and online clothing purchases: The role of gender and purchase situation. European Journal of Marketing, 43(9), 1154–1170. https://doi.org/10.1108/03090560910976410
Henriksen, L. (2012). Comprehensive tobacco marketing restrictions: Promotion, packaging, price and place. Tobacco Control, 21(2), 147–153. https://doi.org/10.1136/tobaccocontrol-2011-050416
Hernández, B., Jiménez, J., & Martín, M. J. (2011). Age, gender and income: Do they really moderate online shopping behaviour? Online Information Review, 35(1), 113–133. https://doi.org/10.1108/14684521111113614
Huang, A. H., Chen, K., Yen, D. C., & Tran, T. P. (2015). A study of factors that contribute to online review helpfulness. Computers in Human Behavior, 48, 17–27. https://doi.org/10.1016/j.chb.2015.01.010
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2), 55–69. https://doi.org/10.1509/jmkg.73.2.55
Imam Ghozali, & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001
Liang, Y. (2016). Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context. Computers in Human Behavior, 64, 463–471. https://doi.org/10.1016/j.chb.2016.07.016
Pavlou, P. A., & Dimoka, A. (2006). The nature and role of feedback text comments in online marketplaces: Implications for trust building, price premiums and seller differentiation. Information Systems Research, 17(4), 392–414. https://doi.org/10.1287/isre.1060.0106
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329–346. https://doi.org/10.1177/0092070397254005
Pidada, I. A. I., & Suyasa, P. G. G. T. (2021). the Impact of Content Marketing, Influencers, and E-Promotion on Purchase Intention. Jurnal Ekonomi Dan Bisnis Airlangga, 31(2), 117. https://doi.org/10.20473/jeba.v31i22021.117-123
Tanjung, C., Elfa, N., Sukoco, & Andreas, Y. (2018). Analysis of Price Perception, Promotion, and Trust toward Decision Purchase on Online Site Tokopedia. International Journal of Innovative Science and Research Technology, 3(12), 386–389. www.ijisrt.com
Wifky Muharam & Euis Soliha, 2017. (2017). Keputusan Pembelian Konsumen Honda Mobilio. Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio, 2014, 755–762.
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Published
2022-12-30
How to Cite
Hariningsih, E., Setiawan, R. N. B., Munarsih, E., & Rahman, M. T. (2022). Perbedaan Gender dalam Persepsi Harga, Promosi, dan Online Review Produk Pakaian Erigo terhadap Niat Pembelian Online. Valid: Jurnal Ilmiah, 20(1), 11–21. https://doi.org/10.53512/valid.v20i1.273
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