Pengaruh Media Sosial Dan Harga Terhadap Keputusan Pembelian Produk Sepatu Di Shopee Dengan Kepercayaan Sebagai Moderasi (Studi di Wilayah Karanganyar)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial dan harga terhadap keputusan pembelian produk sepatu di Shopee dengan kepercayaan sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden pengguna Shopee di wilayah Karanganyar. Teknik analisis yang digunakan adalah regresi linier berganda dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa media sosial dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan terbukti memperkuat pengaruh media sosial dan harga terhadap keputusan pembelian. Temuan ini menegaskan pentingnya integrasi strategi pemasaran digital dan pembangunan kepercayaan konsumen dalam meningkatkan konversi pembelian di marketplace.
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