Pengaruh Online Customer Reviews Terhadap Willingness to Pay Pada Generasi Z Pengguna Kosmetik Halal di E-commerce Shopee

Aneu Andiani, Aneu Andiani

Abstract


Abstrak: Penelitian ini dilakukan untuk memperoleh gambaran dan pengaruh online customer reviews terhadap willingness to pay pada Generasi Z pengguna produk kosmetik halal di e-commerce Shopee yang diwakili oleh brand Wardah, Make Over, dan Sariayu Martha Tilaar. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis penelitian ini adalah analisis Structural Equation Model (SEM) dengan menggunakan program AMOS for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran online customer reviews dan willingness to pay berada pada kategori baik, berpengaruh secara positif dan signifikan. Temuan pada penelitian ini menegaskan bahwa keberadaan online customer reviews pada e-commerce Shopee mampu menaikkan tingkat willingness to pay produk kosmetik halal.
Kata Kunci : Online Customer Reviews, Willingness to Pay


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References


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DOI: https://doi.org/10.17509/strategic.v23i1.49778

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