Pengaruh Persepsi Harga Dan Electronic Word Of Mouth(E-WOM) Terhadap Keputusan Pembelian Produk Bundling Di Tiktok Shop Pada Gen Z Di Jawa Timur

Dagayu, Riris Devania (2025) Pengaruh Persepsi Harga Dan Electronic Word Of Mouth(E-WOM) Terhadap Keputusan Pembelian Produk Bundling Di Tiktok Shop Pada Gen Z Di Jawa Timur. Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to examine the influence of price perception and electronic word of mouth (e-WOM) on the purchasing decisions of Generation Z in East Java, employing a quantitative research approach. The research population consists of individuals born between 1997-2012 (Generation Z) in East Java, with data collected from 100 respondents selected through non-probability sampling technique using questionnaires/surveys. The data analysis methods included classical assumption tests, multiple linear regression analysis, and hypothesis testing. The partial test results revealed that price perception does not significantly influence purchasing decisions (sig. 0.262 > 0.05; t=1.127) with the negative coefficient indicating that price is not a primary determinant for purchasing bundled products on TikTok Shop among East Javanese consumers, who appear more influenced by social recommendations and other factors. However, simultaneous testing showed that both price perception and e-WOM collectively have a significant impact on purchasing decisions, demonstrating their combined ability to explain consumer behavior changes. Notably, while the joint analysis showed significance, the partial analysis confirmed price perception's non-significant influence (sig. 0.262 > 0.05) with negative coefficients, establishing that price alone is not a dominant factor in purchase decision-making for this demographic. These findings suggest that while e-WOM plays a crucial role, price considerations take secondary importance in Generation Z's purchasing behavior on TikTok Shop in East Java, highlighting the need for marketers to focus on social proof and digital recommendations rather than price-based strategies when targeting this consumer segment. Keywords: Price Perception, E-WOM, Purchasing Decision).

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	10 Jul 2026 04:27
Last Modified:	10 Jul 2026 04:27
URI:	http://repository.unik-kediri.ac.id/id/eprint/1212

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