Pengaruh Customer Review, Harga, Kualitas Pelayanan, dan Strategi Pemasaran terhadap Minat Beli Konsumen pada Akad Ju’alah
Abstract
The dropshipping system in buying and selling transactions carried out by Tumbang Sambas village traders uses a ju'alah contract. In a jualah contract transaction where the seller provides goods from the distributor, the goods are marketed to consumers offline and online. Offering goods to consumers makes it necessary to study the factors that influence consumer buying interest in the ju'alah contract. The study aims to determine the effect of customer reviews, selling prices, service quality, and marketing strategies on buying interest variables. The research method uses a descriptive quantitative method that explains whether variable X has an influence on variable Y. The population used is 6,189 people spread across Tumbang Samba village. The sampling method uses a purposive sampling method where the study determines the location of 98 respondents at the Pasar Banjar sub-district point. This research instrument used a Likert scale and was analyzed using SPSS 25. The results of the study, conducted using a partial t-test, showed that the customer review (X1) value was 0.249, indicating no effect. Meanwhile, the marketing strategy variable (X4) had a significance value of 0.562, indicating a significant effect on the purchase intention variable (Y). Meanwhile, the selling price variable (X2) had a significance value of 0.010 and the service quality variable (X3) had a significance value of 0.020, indicating no effect. The simultaneous statistical test (F) showed a significant effect on the customer review, selling price, service quality, and marketing strategy variables, indicating a significance value of 0.000 on purchase intention. The coefficient of determination (R-Square) value was 26.8% for all four variables. The R-Square value accounted for 26.8% of the variation in the purchase intention variable.
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