Pengaruh Media Sosial, Iklan dan Harga Terhadap Keputusan Pembelian Konsumen Pada Platform E-Commerce Tokopedia
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Perkembangan teknologi digital mendorong transformasi pola konsumsi masyarakat, menjadikan e-commerce sebagai salah satu kanal utama dalam aktivitas jual beli. Persaingan yang semakin ketat antarplatform marketplace, seperti Shopee, Lazada, dan Tokopedia, menuntut setiap platform untuk mampu mempertahankan daya saingnya melalui strategi pemasaran yang efektif. Dalam beberapa tahun terakhir, Tokopedia menghadapi tantangan berupa penurunan keputusan pembelian konsumen yang diduga dipengaruhi oleh optimalisasi media sosial yang belum maksimal, daya tarik iklan yang relatif kalah bersaing, serta persepsi harga dan biaya pengiriman yang kurang kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial, iklan, dan harga terhadap keputusan pembelian konsumen pada platform e-commerce Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah masyarakat Kota Medan yang pernah menggunakan Tokopedia, dengan jumlah populasi yang tidak diketahui secara pasti. Penentuan jumlah sampel dilakukan menggunakan rumus Lemeshow, sehingga diperoleh 96 responden, yang dipilih melalui teknik purposive sampling dengan pendekatan accidental sampling. Data dianalisis menggunakan analisis regresi linier berganda untuk menguji pengaruh parsial dan simultan antarvariabel. Hasil penelitian menunjukkan bahwa media sosial dan iklan berpengaruh positif dan signifikan terhadap keputusan pembelian, sementara harga berpengaruh negatif dan signifikan. Secara simultan, media sosial, iklan, dan harga terbukti berpengaruh signifikan terhadap keputusan pembelian konsumen pada Tokopedia. Temuan ini menegaskan pentingnya pengelolaan media sosial yang efektif, penyusunan iklan yang menarik dan tepat sasaran, serta strategi harga yang kompetitif dalam meningkatkan keputusan pembelian konsumen pada platform e-commerce.
Kata Kunci: Media Sosial, Iklan, Harga, Keputusan Pembelian
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DOI: https://doi.org/10.37531/yume.v9i1.11129
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