Peran Media Sosial Sebagai Variabel Moderasi dalam Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Di Thrift Shop Kota Gorontalo

Indriyani Amlaiya; Rahmisyari Rahmisyari; Arifin Arifin

doi:10.31004/riggs.v4i2.697

Authors

Indriyani Amlaiya Universitas Ichsan Gorontalo
Rahmisyari Universitas Ichsan Gorontalo
Arifin Universitas Ichsan Gorontalo

DOI:

https://doi.org/10.31004/riggs.v4i2.697

Keywords:

Price, Product Quality, Social Media, Purchasing Decision

Abstract

This study aims to analyze the effect of price and product quality on purchasing decisions with social media as a moderating variable on thrift shop consumers in Gorontalo City. The phenomenon of increasing consumer interest in used clothing products (thrift) encourages the need for a deeper understanding of the factors that influence purchasing decisions. This study uses a quantitative approach with a survey method and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique. The sample in this study were consumers from three thrift shops active on social media, namely Meltik Store, Mokoapa Store, and J&D Store. The results showed that price had a positive and significant effect on purchasing decisions, while product quality had a negative and insignificant effect. Social media was shown to significantly moderate the relationship between price and purchasing decisions, but did not strengthen the effect of product quality on purchasing decisions. These findings indicate that in the context of thrift shops, purchasing decisions are more influenced by price aspects and perceptions formed through social media than by the quality of the product itself. This emphasizes the importance of an effective digital marketing strategy in influencing consumer behavior, especially through interesting and relevant social media content.

Downloads

Download data is not yet available.

References

Andianto, A., & Firdausy, C. M. (2020). Customer Perceived Value dalam Strategi Pemasaran Produk. Jakarta: Penerbit Mitra Wacana Media.

Astuti, R. (2021). Strategi Penetapan Harga dalam Meningkatkan Daya Saing Produk. Jurnal Ekonomi dan Bisnis, 14(2), 115–123.

Budiman, V. M., dkk. (2024). Pengaruh Harga terhadap Keputusan Pembelian Konsumen di Buyed Id. Jurnal Manajemen dan Bisnis, 6(1), 45–53.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.

Firmansyah. (2019). Perilaku Konsumen. Jakarta: Mitra Wacana Media.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.

Intan, S. (2010). Teori Ekonomi Mikro. Bandung: Alfabeta.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Larassati, P. S., dkk. (2021). Harga dan Keputusan Pembelian Smartphone Samsung di Kota Manado. Jurnal Ilmu Ekonomi dan Bisnis, 9(2), 88–97.

Mangold, W. G., & Faulds, D. J. (2019). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357–365.

Mardiana, I. (2021). Pengaruh Kualitas Produk dan Harga terhadap Kepuasan Pelanggan di Toko Thrift Online. Jurnal Riset Manajemen dan Bisnis (JRMB), 6(1), 34–42.

Muslim, A. (2018). Peran Media Sosial dalam Pemasaran Produk. Jurnal Komunikasi, 12(1), 21–30.

Novianti, D., & Pramudito, A. (2023). Media Sosial sebagai Penentu Keputusan Pembelian Fashion Produk Preloved. Jurnal Ilmu Ekonomi dan Bisnis Islam, 11(2), 66–78.

Oktaviani, R., Wulandari, S., & Cahyani, A. (2022). Pengaruh Media Sosial dan Influencer terhadap Keputusan Pembelian Produk Fashion Online pada Generasi Z. Jurnal Manajemen Indonesia, 22(1), 73–82.

Payne, A., & Holt, S. (2001). Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing. British Journal of Management, 12(2), 159–182.

Purwanto, A., & Budiman, L. (2020). Model Penerimaan Teknologi (TAM) dalam Menilai Niat Menggunakan Aplikasi Keuangan Digital. Jurnal Teknik Informatika, 9(1), 12–23.

Rahardja, U., dkk. (2021). Customer Perceived Value dan Loyalitas Pelanggan. Tangerang: Universitas Raharja Press.

Ramadhan, A., & Nugroho, R. (2021). Persepsi Konsumen terhadap Nilai dan Kualitas dalam Industri Secondhand Fashion di Era Digital. Jurnal Pemasaran dan Inovasi, 4(2), 23–35.

Rusmijati, T. (2017). Teori Ekonomi Mikro. Surabaya: Cita Media.

Sari, N. A., & Nugroho, D. S. (2022). Pengaruh Kualitas Produk terhadap Keputusan Pembelian Fashion Preloved di Instagram. Jurnal Ekonomi Kreatif dan Digital, 3(1), 19–29.

Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behavior (10th ed.). Pearson Education.

Setiawan, H., & Maulana, A. (2022). Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Fashion Online. Jurnal Ekonomi dan Bisnis Digital, 5(3), 112–125.

Setyorini, T., & Wibowo, Y. (2022). Moderasi Media Sosial pada Pengaruh Harga terhadap Keputusan Pembelian. Jurnal Riset Bisnis dan Manajemen, 10(2), 58–67.

Syamsiah. (2009). Nilai yang Dirasakan Konsumen dan Loyalitas. Jurnal Manajemen dan Pemasaran, 3(2), 88–95.

Tumsifu, E., dkk. (2020). The Influence of Technology Acceptance Model on the Use of Online Systems in Public Sector. Jurnal Teknologi dan Informasi, 5(2), 40–50.