Persepsi Harga Dan E-WOM Sebagai Prediktor Minat Beli Scarlett Di Tiktok
DOI:
https://doi.org/10.65244/jggeconomic.v2i3.1147Keywords:
persepsi harga, e-WOM, minat beli, social commerce, TikTokAbstract
TikTok menggabungkan paparan konten, interaksi sosial, dan transaksi dalam satu antarmuka, sehingga penilaian harga dan informasi antarkonsumen dapat bekerja secara bersamaan ketika minat beli terbentuk. Penelitian ini menganalisis pengaruh persepsi harga dan electronic word of mouth (e-WOM) terhadap minat beli produk Scarlett di TikTok. Survei potong lintang dilakukan terhadap 154 pengguna TikTok berusia sekurang-kurangnya 17 tahun yang berdomisili di Jabodetabek, mengenal Scarlett, dan pernah melihat produk atau ulasannya di TikTok. Sampel dipilih secara purposif dan data dianalisis menggunakan regresi linear berganda. Persepsi harga berpengaruh positif terhadap minat beli (B = 0,654; beta = 0,378; p < 0,001), demikian pula e-WOM (B = 0,690; beta = 0,360; p < 0,001). Model signifikan secara simultan (F = 54,887; p < 0,001) dan menjelaskan 42,1% variasi minat beli. Temuan menunjukkan bahwa minat beli tidak cukup dibangun melalui diskon atau ulasan secara terpisah. Harga harus dipersepsikan sepadan dengan manfaat, sedangkan ulasan perlu informatif dan dapat dipercaya agar keduanya memperkuat evaluasi konsumen di lingkungan social commerce .
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