Pengaruh Online Customer Review dan Live Shopping Terhadap Keputusan Pembelian Produk FMCG di Tokopedia Pada Masyarakat Kota Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Online Customer Review , Live Shopping, Purchase DecisionsAbstract
This study aims to analyze the influence of online customer reviews and live shopping on purchasing decisions for FMCG products on Tokopedia among the people of Denpasar City. E-commerce growth in Indonesia is increasing rapidly with internet penetration reaching 79.5%, however, Tokopedia has experienced a decline in sales of Fast Moving Consumer Goods (FMCG) products from 2022–2024. The research approach used is quantitative with a population of all Denpasar city users of Tokopedia. The research sample consisted of 80 respondents determined through a purposive sampling technique. The results show that online customer reviews have a strong and meaningful impact in encouraging consumers to make purchasing decisions (t = 5.656; sig = 0.000), likewise live shopping has a positive and significant effect (t = 5.850; sig = 0.000). Simultaneously, both variables have a significant effect on purchasing decisions (F = 70.511; sig = 0.000) with a contribution of 63.8%. The conclusion of the study states that the better the online customer reviews and live shopping, the higher the purchasing decisions for FMCG products on Tokopedia. The implications of this research suggest that Tokopedia should improve the quality of reviews with product photos/videos, improve the quality of live shopping hosts, increase product variations, and for further research, it is recommended to add other variables such as trust and promotion.
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