Article Sidebar

Download
Download PDF

Main Article Content

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan merek terhadap keputusan pembelian konsumen pada media sosial TikTok dan Facebook di Manokwari dengan mempertimbangkan peran ongkos kirim sebagai variabel moderasi. Media sosial kini menjadi platform utama dalam transaksi perdagangan, termasuk di Manokwari, di mana konsumen semakin bergantung pada penawaran harga yang kompetitif dan merek yang terpercaya. Data penelitian dikumpulkan melalui survei kepada responden yang aktif bertransaksi di TikTok dan Facebook. Teknik analisis data menggunakan model regresi moderasi untuk menguji hubungan dan pengaruh variabel. Hasil penelitian menunjukkan bahwa harga dan merek memiliki pengaruh signifikan terhadap keputusan pembelian. Selain itu, ongkos kirim terbukti memperkuat hubungan antara harga dan keputusan pembelian, tetapi tidak signifikan dalam memoderasi pengaruh merek terhadap keputusan pembelian. Temuan ini memberikan implikasi penting bagi pelaku usaha dalam merancang strategi pemasaran di media sosial, khususnya dengan mempertimbangkan faktor ongkos kirim dalam menarik dan mempertahankan konsumen.

Keywords

harga, merek, ongkos kirim, keputusan pembelian, media sosial, TikTok, Facebook

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Niartin, N., Heatubun, F. ., & Sinaga, N. . (2025). Ongkos Kirim sebagai Moderasi pengaruh Harga dan Merek terhadap Keputusan Pembelian Konsumen pada Media Sosial TikTok dan Facebook di Manokwari. Economics and Digital Business Review, 5(2), 491–496. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/1900
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Achyrkidou, E. (2024). The impact of social media on businesses: Understanding motivations, effectiveness, and consumer behavior.
  2. Conales, M. P., & Burdeos, C. M. (2024). Assessing Consumer Behavior and Attitudes Towards E-Commerce Platforms and Social Media Marketplaces: A Comparative Study of Lazada, Shopee, and TikTok Shop. Asian Journal of Entrepreneurship, 5(2), 38–55.
  3. Handjaja, J. E., Triyanti, A. M., Anggraeni, A., & Putti, A. A. (2023). The effects of social media influencers, social media advertising, e-wom, and lifestyle towards purchase intention and brand image as a moderating variable in e-groceries. Jurnal Akuntansi Dan Manajemen, 20(2), 89–112.
  4. Huang, G.-Q., & Tsai, F.-S. (2021). Social Innovation for Food Security and Tourism Poverty Alleviation: Some Examples From China. Frontiers in Psychology, 12. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.614469
  5. Moreno, D. E., David, K. A., Delos Santos, K., Labapis, J.-I., Mariano, J. B., & Tseng, S.-C. (2024). Do you trust the influencer behind short-form video contents? The Impact of Influencer Credibility and Content Value on Consumers’ Purchase Decision. Proceedings of the 2024 8th International Conference on E-Commerce, E-Business, and E-Government, 22–28.
  6. Orfanidou, M. (2024). E-commerce and the influence of social media and online reviews on customer purchase decisions.
  7. Ozioma, C. D. (2023). How Does Social Media Marketing Impact the Consumer Decision-marketing in Nigeria.
  8. Ren, S., Karimi, S., Velázquez, A. B., & Cai, J. (2023). Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth. Journal of Business Research, 156, 113476.
  9. Sohid, F. M., Mashahadi, F., Saidon, J., Yusof, N. M., Omar, S. A. S., & Ishak, M. F. (2024). The Dominance of TikTok in Shaping Online Purchasing Intention. Information Management and Business Review, 16(3S (I) a), 882–891.
  10. Tran, T. H., Ho, M. P. U., Le, H. A., & Le, M. K. C. (2023). How does the social media platform TikTok influence the intention to buy snacks: An empirical study of the Vietnamese youth generation. Journal of Business & Management, 1(3), 244–262.
  11. Umraliyeva, D., Ayazbay, O., Yesbergenova, B., & Skidanova, A. (2022). How emotions can influence customers’ Decision Making Process via Social Media?
  12. Vanessa, V., Heriyadi, H., Pebrianti, W., Barkah, B., & Fitriana, A. (2023). The influence of TikTok content marketing and price promotion on online purchase intention mediated by online customer trust on The Originote Indonesia at TikTok Shop. Enrichment: Journal of Management, 13(5), 2887–2899.
  13. Zahreba, M., Koval, L., & Nikolaiev, I. (2022). Social Media Marketing and Advertising Under Conditions of External Military Aggression.