Pengaruh Reference Group dan Perceived Price Terhadap Brand Switching Marketplace Shopee (Studi Pada Konsumen Marketplace Shopee di Kota Medan)

Abstract

The increase of marketplace in Indonesia makes the level of competition between marketplace companies also getting higher. Every marketplace in Indonesia displays innovations or updates, features, and shopping promotion that are able to attract consumers to use their platform. Marketplace also offers many similar goods which makes consumers more selective in choosing the goods they want to buy. This makes marketplace very vulnerable to consumer brand switching behavior in purchasing the products they want. This study aims to determine the influence of reference groups and perceived price on brand switching to marketplace Shopee (study on Shopee marketplace consumers in the city of Medan). The influence between the reference group and perceived price will be tested partially and simultaneously on brand switching to marketplace Shopee. The type of research used in this research is quantitative research with an associative approach. The population in this study are marketplace users who have done brand switching from other marketplace to Shopee. The sample in this study was taken by purposive sampling technique and used 100 respondents as a sample. The data analysis techniques are validity test, reliability test, classical assumption test, multiple linear regression test, T test, F test and coefficient of determination test. The results showed that the reference group and perceived price had a positive and significant effect on brand switching, partially and simultaneously. Based on the results of the determination test, the correlation coefficient (R) was 0.657 (65.7%), and can be concluded that there is a direct correlation between the reference group, perceived price and brand switching. The R Square value is 0.432 (43.2%) which means that the reference group and perceived price, simultaneously have an effect of 43.2% on brand switching, while the rest is influenced by other variables not examined in this study.