p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 11 November 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5412
The Effect of Clearance Sale, Online Customer Review &
Customer Experience on Purchase Decision at Indonesian
Bagsdealer Stores, Tangerang
Mariati Dameria
1*
, Ike Kusdyah
2
, Yunus Handoko
3
Institut Teknologi & Bisnis Asia Malang, Indonesia
Email: [email protected]
1*
2
,
3
*Correspondence
ABSTRACT
Keywords: Clearance Sale;
Online Customer Review;
Customer Experience;
Purchase Decision
Online shopping activities in Indonesia are carried out through
marketplaces and social media. Since the COVID-19 pandemic in
2020, online shopping has become part of the daily lives of
Indonesian people in various circles. Indonesian business circles
looked at this opportunity, so various online stores appeared,
including one of them is the Indonesian Bagsdealer Shop. The rise
of online stores creates competition, and each tries to grab the
interest of buyers. This study aims to analyze the influence of
clearance sales, online customer reviews and customer experience
on purchase decisions at Bagsdealer Indonesia Shop, Tangerang.
This study uses a purposive sampling technique. The data
collection instrument was in the form of a questionnaire (google
form) on 145 respondents. The research data was processed
quantitatively with multiple linear regression analysis techniques
using SPSS version 26 software. The results of this study show
that 1) clearance sale partially affects purchase decisions, 2)
online customer reviews partially affect purchase decisions, 3)
customer experience partially affects purchase decisions, and 4)
clearance sales, online customer reviews, and customer
experience simultaneously or together affect purchase decisions at
Indonesian Bagsdealer stores as evidenced by an F value of 73.333
> F table 2.669 and significance values of 0.000 < 0.05.
Introduction
The COVID-19 pandemic has significantly changed the shopping landscape in
Indonesia since March 2020, triggering an increase in online shopping activities as
people's top choice. Harahap and Amanah (2018, p.195) define online shopping as a
transaction process through digital platforms such as e-commerce sites or social networks.
Ardianti and Widiartanto (2019) added that online stores facilitate direct interaction
between sellers and buyers through various chat platforms such as Line, BBM, or
Whatsapp, allowing direct negotiation regarding prices and product information. In
addition to marketplaces such as Shopee, Tokopedia, Lazada, BliBli, and Bukalapak,
online shopping is also rampant through social media such as Tiktok, YouTube,
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5413
WhatsApp, and Instagram, which are an important part of the digital life of the Indonesian
people (Nurkhimah, 2023; Kemp, 2024).
Figure 1. Graph of the duration of use of social media applications
Source: Kemp (2024)
Indonesia, with the world's fourth-largest population of internet users, has
experienced a significant increase in smartphone usage and high internet access every
year. This facilitates the development of social commerce, where social media platforms
such as Facebook, Instagram, and TikTok are not only an integral part of daily life but
also the main place to make buying and selling transactions. Social commerce allows
sellers to reach consumers directly through their favourite platforms with features such
as live streaming, product catalogues, and payment buttons that make the transaction
process easier (Harjadi, 2024). In this context, online stores such as Bagsdealer Indonesia,
which specializes in the sale of preloved branded goods, have been expanding since 2021.
However, despite experiencing an initial increase in sales during the pandemic, the store
faces challenges to maintain declining consumer interest since mid-2023. Marketing
strategies such as clearance sales and increased interaction with customers through social
media have been implemented to improve purchase decisions, but the impact has not been
significant (Fauzan, 2022).
Several previous studies have stated that clearance sales, online customer
reviews and customer experience have a positive effect on purchase decisions. Research
by Yusnidar and Misdalaina (2021), Firmansyah and Nalurita (2022), Dwitama et al.
(2024), shows that discounts have a significant influence on purchase decisions. Research
conducted by Fajar Tri Wibowo & Sri Wijiastuti (2022), Cindy Ratna Duhita Sari and
Samsul Arifin (2024), showed that online customer reviews have a significant effect on
purchase decisions. Azmi and Patrikha (2021), Dara et al. (2023), in their research results
that customer experience has a significant influence on purchase decisions.
TIME SPENT USING SOCIAL MEDIA APK
Mariati Dameria
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5414
Meanwhile, there are also several studies that show different results. Research
by Devy M. Puspitasari & Risma Herdian (2023) and research by Bagus Ibrahim Muft &
Wuryaningsih Dwi Lestari (2023) show that clearance sales do not have a significant
effect on purchase decisions. Anna Irma Rahmawati's (2021) research shows that online
customer reviews do not have a significant effect on purchase decisions. Research
conducted by Jason Oscardo, Astri Ayu Purwati & Muhammad Luthfi Hamzah (2021)
shows that customer experience does not have a significant effect on purchase decisions.
The novelty of this study lies in the simultaneous analysis of the influence of clearance
sales, online customer reviews, and customer experience on purchasing decisions at
Bagsdealer Indonesia stores in Tangerang, which has never been done in the same
context, making it a new contribution in marketing literature.
Based on the differences in the results of some of the research above, it is still
necessary to further research the influence of clearance sales, online customer reviews
and customer experience on purchase decisions. Therefore, the researcher is interested in
conducting a study with the title "The Effect of Clearance Sale, Online Customer Review,
and Customer Experience on Purchase Decision in Indonesian Bagsdealer Stores,
Tangerang".
This study aims to analyze the influence of clearance sale, online customer review,
and customer experience on purchase decisions at Bagsdealer Indonesia stores,
Tangerang, both individually and simultaneously. The limitations of the problem are
focused on these three factors and the object of the study is limited to consumers who
make purchases through Instagram or WhatsApp. The theoretical benefit of this study is
that it provides a better understanding of how these three factors affect purchasing
decisions, so that companies can optimize their marketing strategies. As a practical
benefit, this research helps businesses understand effective sales strategies and better
manage online reviews, as well as improve customer experience to create more positive
interactions.
Methods
This study uses a quantitative approach. According to Sugiyono (2019),
quantitative research is based on concrete data in the form of numbers measured using
statistics to produce conclusions. This research consists of systematic and structured
stages from the background to the analysis of results using statistical programs. The
research was conducted at Bagsdealer Indonesia Shop, Tangerang, with a focus on
examining the influence of clearance sale, online customer review, and customer
experience on purchase decisions. A purposive sampling technique was used to select a
sample of 145 consumers through a questionnaire and analyzed using multiple linear
regression and tested for validity and reliability. The results of the research are expected
to provide a reference for an effective marketing strategy for the store (Ghozali, 2018).
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5415
Figure 2. Conceptual Framework of the Research
Source: Secondary data processed by researchers, 2024
Information:
parsial
Simultaneous
H
1
: It is suspected that the clearance sale has a positive and significant effect onnpurchase
decision at Bagsdealer Indonesia store, Tangerang.
H
2
: It is suspected that online customer reviews have a positive and significant Effect to
the purchase decision at the Bagsdealer Indonesia store, Tangerang.
H
3
: It is suspected that customer experience has a positive and significant effect on
purchase decision at Bagsdealer Indonesia store, Tangerang.
H
4
: Allegedly clearance sale, online customer review dan customer experience has a
positive and significant effect on purchase decisions in stores Bagsdealer Indonesia,
Tangerang.
Results and Discussion
Validity Test
Table 1. Results of Clearance Sale Validity Test (X1)
No
Statement
r
count
Condition
Information
1
Product prices at Bagsdealer Indonesia Stores are
affordable.
0.727
>0.361
Valid
2
Sale clearance is important.
0.453
>0.361
Valid
Clearance
Sale (X1)
Online
Customer
Review
Customer
Experience
(X3)
Purchase
Decision
(Y)
H
1
H
2
H
3
H
4
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No
Statement
r
count
Condition
Information
3
The amount of clearance sale/discount from the
normal price is significant.
0.377
>0.361
Valid
4
I am satisfied with the clearance sale/discount
provided by the store.
0.781
>0.361
Valid
5
The store has many products that get clearance
sales/discounts
0.504
>0.361
Valid
6
Information on the duration of the validity of the
clearance sale/discount is important.
0.581
>0.361
Valid
7
The duration of the time and the amount of
clearance sale/discount are appropriate.
0.700
>0.361
Valid
8
The duration of the current clearance
sale/discount is too short.
0.419
>0.361
Valid
9
The product brands that get clearance
sales/discounts are diverse.
0.761
>0.361
Valid
10
The types of products that get clearance sale /
discounts are diverse.
0.684
>0.361
Valid
11
I am interested in buying products that get
clearance sales/discounts.
0.583
>0.361
Valid
12
I prefer products that get clearance sale/discount.
0.452
>0.361
Valid
13
The types of products that get clearance
sales/discounts are less diverse.
0.717
>0.361
Valid
Based on the table above, it shows that each statement item in the clearance sale
variable meets the test criteria, namely the value of the calculated r value is more than the
value of the table r so that it is stated that each statement item is valid. No question items
from the questionnaire were declared negative or invalid.
Tabel 2. Customer Review Online Validity Test Results (X2)
No
Statement
r
count
Condition
Information
1
Online customer reviews are important.
0.662
>0.361
Valid
2
Online customer reviews are beneficial for
customers.
0.662
>0.361
Valid
3
Online customer reviews have a great influence
on customers.
0.659
>0.361
Valid
4
Online customer reviews and customer
purchase decisions are closely related.
0.762
>0.361
Valid
5
I choose honest reviews.
0.662
>0.361
Valid
6
I choose trustworthy reviews.
0.725
>0.361
Valid
7
Reviewers must be trustworthy.
0.614
>0.361
Valid
8
The reviewer's knowledge of the product is
important.
0.673
>0.361
Valid
9
The information provided by the reviewer
about the product must be detailed and
complete (there are photos/videos).
0.493
>0.361
Valid
Source: Primary data processed by researchers, 2024
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
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Based on the table above, it shows that each statement item in the online variable
customer review meets the testing criteria, namely the value of the calculated r value is
more than the value of the table so that it is stated that each statement item is valid. No
question items from the questionnaire are negative or invalid.
Tabel 3. Customer Experience Validity Test Results (X3)
No
Statement
r
count
Condition
Information
1
I easily get information from the admin/store.
0.686
>0.361
Valid
2
Reliable/trusted store products/services.
0.531
>0.361
Valid
3
I am satisfied with the quality of the product and
service according to expectations.
0.662
>0.361
Valid
4
I am comfortable using the product.
0.614
>0.361
Valid
5
Products meet expectations.
0.779
>0.361
Valid
6
I am satisfied with the service of the store.
0.775
>0.361
Valid
7
I am comfortable with admin services in the
store through WA or IG media.
0.635
>0.361
Valid
8
Admin polite in responding to chat.
0.671
>0.361
Valid
9
Admin quickly responds to chats.
0.498
>0.361
Valid
10
Admin provides product references right to
consumer needs.
0.771
>0.361
Valid
11
I am confident in using store-bought products.
0.796
>0.361
Valid
12
I have an emotional involvement with the store's
product/service.
0.673
>0.361
Valid
13
I am happy as long as I use the store's
products/services.
0.777
>0.361
Valid
14
I have had several positive surprises when
interacting with the store's products/services
(e.g. free gift or free shipping).
0.491
>0.361
Valid
15
I am satisfied with the positive surprise I got.
0.761
>0.361
Valid
16
Positive surprises when interacting with
essential store products/services.
0.477
>0.361
Valid
17
I definitely recommend the store's
products/services after experiencing a positive
surprise.
0.678
>0.361
Valid
18
I am satisfied with the information or stories
about the products that the store shares through
Instagram social media.
0.758
>0.361
Valid
19
I am happy with the information or stories about
products that the store shares through social
media instagram.
0.599
>0.361
Valid
20
I share it with others after seeing information or
stories about products that the store shares
through Instagram social media.
0.646
>0.361
Valid
21
Information or stories about products that stores
share through unique and up-to-date instagram
social media.
0.771
>0.361
Valid
Mariati Dameria
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5418
No
Statement
r
count
Condition
Information
22
I am confident in the authenticity of the products
that the store offers.
0.570
>0.361
Valid
23
The process of using the store's
products/services is easy.
0.713
>0.361
Valid
24
Admin service/workflow system hinders the
process of using the store's products/services.
0.424
>0.361
Valid
25
The information provided by the store/admin
when using the store's products/services is
sufficient and clear.
0.871
>0.361
Valid
26
Product/service according to my preferences.
0.714
>0.361
Valid
27
Store admins/services provide fair and equal
treatment.
0.618
>0.361
Valid
28
Admin/store responds well to consumer
feedback
0.759
>0.361
Valid
29
Admin/store is quite attentive to consumer
needs.
0.808
>0.361
Valid
30
I trust the information or advice provided by the
store admin/service.
0.811
>0.361
Valid
31
I was treated as an important and valuable
individual.
0.750
>0.361
Valid
32
Admin/store quickly responds to consumer
questions or concerns.
0.686
>0.361
Valid
33
The response of admins/stores to consumer
questions or concerns is quite effective.
0.721
>0.361
Valid
34
Store admin/service is friendly when interacting
with consumers.
0.754
>0.361
Valid
35
I have a good relationship with the store.
0.706
>0.361
Valid
Source: Primary data processed by researchers, 2024
Based on the table above, it shows that each statement item in the customer
experience variable meets the testing criteria, namely the value of the calculated r value
is more than the value of the table r, so it is stated that each statement item is valid. No
question items from the questionnaire were declared negative or invalid.
Table 4. Results of the Purchase Decision Validity Test (Y)
No
Statement
r
count
Condition
Information
1
The variety of products offered is many.
0.462
>0.361
Valid
2
Wide selection of products influences
purchasing decisions.
0.637
>0.361
Valid
3
Product variety is one of my considerations
before making a purchase.
0.693
>0.361
Valid
4
New products are one of my considerations
before making a purchase.
0.582
>0.361
Valid
5
Brand influences my purchasing decisions.
0.743
>0.361
Valid
6
I tend to choose a specific brand when making a
purchase.
0.563
>0.361
Valid
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
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No
Statement
r
count
Condition
Information
7
I consider the brand's reputation when making a
purchase.
0.750
>0.361
Valid
8
I believe in brands I've bought before.
0.714
>0.361
Valid
9
Positive experiences with brands in previous
purchases affected my likelihood of choosing
the same brand again.
0.590
>0.361
Valid
10
I'm loyal to a particular brand.
0.734
>0.361
Valid
11
I'm willing to pay a higher price for a brand I
believe in.
0.613
>0.361
Valid
12
Distributors or stores are important to influence
my purchasing decisions.
0.613
>0.361
Valid
13
The quantity I bought from the Bagsdealer store
was more than from other stores.
0.643
>0.361
Valid
14
I believe in distributors/stores (Bagsdealer
Indonesia).
0.709
>0.361
Valid
15
I am looking for new products only in the
Bagsdealer store.
0.474
>0.361
Valid
16
I am loyal to the Bagsdealer store.
0.693
>0.361
Valid
17
I choose a distributor or store that delivers goods
quickly.
0.651
>0.361
Valid
18
I choose a distributor or store that ships goods
at a low price.
0.612
>0.361
Valid
19
The role of distributors or stores affects the
perception of product quality.
0.701
>0.361
Valid
20
The time of the end of the month (paycheck)
affects my decision to buy the product.
0.751
>0.361
Valid
21
The time leading up to the holidays influenced
my decision to buy products.
0.726
>0.361
Valid
22
The time leading up to Eid affects my decision
to buy products.
0.755
>0.361
Valid
23
I always take advantage of limited times or
special promotions when making purchasing
decisions.
0.657
>0.361
Valid
24
The timing of my purchase determines my
purchase decision.
0.698
>0.361
Valid
25
Saya membeli produk dalam jumlah yang besar.
0.529
>0.361
Valid
26
I tend to buy things when there is a discount on
a large purchase.
0.571
>0.361
Valid
27
Payment method affects my purchase decision.
0.635
>0.361
Valid
28
I choose a store that gives you a choice of
multiple payment methods when making a
purchase.
0.795
>0.361
Valid
29
I choose a specific payment method when a
discount is offered.
0.692
>0.361
Valid
30
I chose a quick and easy payment method.
0.723
>0.361
Valid
31
I choose a payment method that provides
payment flexibility, such as installments.
0.617
>0.361
Valid
Source: Primary data processed by researchers, 2024
Mariati Dameria
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Based on the table above, it shows that each statement item in the purchase decision
variable meets the test criteria, namely the value of the calculated r value is more than the
value of the table r, so it is stated that each statement item is valid. No question items
from the questionnaire are negative or invalid.
Reliability Test
Table 5. Reliability Test Results,
No
Variable
Cronbach
Alpha
Condition
Information
1
Clearance Sale (X1)
0.835
>0.600
Reliable
2
Online Customer Review (X2)
0.831
>0.600
Reliable
3
Customer Experience (X3)
0.962
>0.600
Reliable
4
Purchase Decision (Y)
0.953
>0.600
Reliable
Source: Primary data processed by researchers, 2024
From the table above, the reliability of each variable can be expressed as follows.
a. The clearance sale variable has a Cronbach value of 0.835 or exceeds 0.60. This shows
that each statement item is reliable in measuring the clearance sale variable. If the
statement is asked again, the results will also be consistent.
b. The online variable customer review has a Cronbach value of 0.831 or exceeds 0.60.
This shows that each statement item is reliable in measuring the variables of online
customer reviews. If the statement is asked again, the results will also be consistent.
c. The customer experience variable has a Cronbach value of 0.962 or exceeds 0.60. This
shows that each statement item is reliable in measuring customer experience variables.
If the statement is asked again, the results will also be consistent.
d. The purchase decision variable has a Cronbach value of 0.953 or exceeds 0.60. This
shows that each statement item is reliable in measuring the purchase decision variable.
If the statement is asked again, the results will also be consistent.
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
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Classical Assumption Test
Normality Test
Figure 3. Dependent Variable Histogram Chart
Source: Primary data processed by researchers, 2024
The results of the residual normality test using a histogram graph show the area
below the normal curve is covered by most of the frequency histograms so that it can be
stated that the assumption of residual normality is met or the data is normally distributed.
Figure 4. Grafik Normal Probability Plot
Source: Primary data processed by researchers, 2024
The results of the residual normality test using the p-p plot normal graph show
that the data distribution points are close to the reference diagonal line so that it can be
stated that the assumption of residual normality is met or the data is normally distributed.
Table 6. Tabul uji one sample Kolmogorov-smirnov test
One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N
145
Normal Parameters
a,b
Mean
0.0000000
Std. Deviation
7.83836993
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Most Extreme Differences
Absolute
0.071
Positive
0.068
Negative
-0.071
Test Statistic
0.071
Asymp. Sig. (2-tailed)
0.074
c
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
Source: Primary data processed by researchers, 2024
The results of the residual normality test obtained a significance value of 0.074 (sig >
0.05), which indicates that the assumption of residual normality is met or the data is
normally distributed.
Multicollinearity Test
Table 7. Data Multiclonality Test Results
VIF Test
a
Model
Collinearity Statistics
Tolerance
VIF
1
Clearance Sale
0.510
1.961
Online Customer Review
0.579
1.727
Customer Experience
0.521
1.920
a. Dependent Variable: Purchase Decision
Source: Primary data processed by researchers, 2024
The results of the multicollinearity test using the VIF test obtained a VIF value of
each free variable with a value of less than 10 (VIF <10), then it can be stated that the
assumption of multicollinearity is met.
Heteroscedasticity Test
Figure 5. Scatterplot Charts
Source: Primary data processed by researchers, 2024
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5423
The results of the heteroscedasticity test using ZPRED and SRESID scatterplot
graphs show that the plot points are scattered randomly and do not form a specific pattern,
so the heteroscedasticity assumption is fulfilled.
Table 8. Heteroscedasticity Test Results,
Glejser Test
a
Model
t
Sig.
1
(Constant)
-0.068
0.946
Clearance Sale
0.267
0.790
Online Customer Review
-0.015
0.988
Customer Experience
1.086
0.279
a. Dependent Variable: Absolute Residual
Source: Primary data processed by researchers, 2024
Based on the table above, it can be concluded that:
- The X1 heteroscedasticity test is 0.790 which means it is greater than 0.05.
- The X2 heteroscedasticity test is 0.988 which means it is greater than 0.05.
- The X3 heteroscedasticity test is 0.279 which means it is greater than 0.05.
The results of the heteroscedasticity test obtained a significance value of more than
0.05 from the independent variable (sig > 0.05) so that it can be stated that no
heteroscedasticity symptoms occur.
Linearity Test
Table 9. Linearity Test Results,
ANOVA Table
Sum of
Squares
df
Mean
Square
F
Sig.
Purchase
Decision *
Clearance Sale
Between
Groups
(Combined)
10618.639
18
589.924
6.177
0.000
Linearity
9246.529
1
9246.529
96.821
0.000
Deviation
from
Linearity
1372.110
17
80.712
0.845
0.639
Within Groups
12033.113
126
95.501
Total
22651.752
144
Purchase
Decision *
Online
Customer
Review
Between
Groups
(Combined)
11000.114
11
1000.010
11.415
0.000
Linearity
7757.255
1
7757.255
88.547
0.000
Deviation
from
Linearity
3242.859
10
324.286
3.702
0.000
Within Groups
11651.637
133
87.606
Total
22651.752
144
Purchase
Decision *
Between
Groups
(Combined)
15111.651
40
377.791
5.211
0.000
Linearity
12483.824
1
12483.824
172.188
0.000
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Customer
Experience
Deviation
from
Linearity
2627.827
39
67.380
0.929
0.592
Within Groups
7540.101
104
72.501
Total
22651.752
144
Source: Primary data processed by researchers, 2024
Based on the data of the table above, the results of the linearity test obtained a value
of linearity significance of each independent variable with a value of less than 0.05 (sig
< 0.05) so that it can be stated that between the independent variable (X) and the bound
variable (Y) there is a linear relationship.
Hypothesis Testing
Coefficient of Determination (R
2
)
Table 10. Determination Coefficient Results
Model Summary
Model
R
R Square
Adjusted R
Square
Std. Error of
the Estimate
1
0.781
a
0.609
0.601
7.921
a. Predictors: (Constant), Customer Experience, Online
Customer Review, Clearance Sale
Source: Primary data processed by researchers, 2024
The determination coefficient's result obtained an R Square value of 0.609,
meaning that 60.9 percent of the influence on the purchase decision variables is explained
by the variables of a clearance sale, online customer review, and customer experience,
while the rest is explained by other factors.
Partial Test or Test t
The following are the results of partial influence testing using the t-test.
Table 11. Partial Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
-10.803
7.895
-1.368
0.173
Clearance Sale
0.660
0.229
0.213
2.887
0.005
Online Customer
Review
0.655
0.282
0.161
2.325
0.021
Customer Experience
0.507
0.072
0.511
7.007
0.000
a. Dependent Variable: Purchase Decision
Source: Primary data processed by researchers, 2024
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5425
Based on the table above, it can be concluded that:
a. The partial test between the clearance sale variable and the purchase decision variable
obtained a calculated t-value of 2.887 with a significance value of 0.005. For
comparison, the t-value of the table at the free degree of 141 and the alpha 5 per cent
was obtained at 1.977. The results show that the t-count value is more than the t-value
of the table (t hit > t table), and the significance value is less than 0.05 (sig < 0.05), so
it is stated that there is a significant influence between clearance sales on partial
purchase decisions.
b. The partial test between the online customer review variable and the purchase decision
variable obtained a calculated t-value of 2.325 with a significance value of 0.021. For
comparison, the t-value of the table at the free degree of 141 and the alpha 5 per cent
was obtained at 1.977. The results showed that the t-count value was more than the t-
value of the table (t hit > t table), and the significance value was less than 0.05 (sig <
0.05), so it was stated that there was a significant influence between online customer
reviews on partial purchase decisions.
c. The partial test between the customer experience variable and the purchase decision
variable obtained a calculated t-value of 7.007 with a significance value of 0.000. For
comparison, the t-value of the table at the free degree of 141 and the alpha 5 per cent
was obtained at 1.977. The results show that the t-count value is more than the t-value
of the table (t hit > t table), and the significance value is less than 0.05 (sig < 0.05), so
it is stated that there is a significant influence between customer experience on the
purchase decision partially.
Test F or Simultaneous Test
Table 12. Simultaneous Test Results,
ANOVA
a
Model
Sum of
Squares
df
Mean Square
F
Sig.
1
Regression
13804.386
3
4601.462
73.333
0.000
b
Residual
8847.366
141
62.747
Total
22651.752
144
a. Dependent Variable: Purchase Decision
b. Predictors: (Constant), Customer Experience, Online Customer Review,
Clearance Sale
Source: Primary data processed by researchers, 2024
The results of the simultaneous test with the F test obtained a calculated F value
of 73.333 with a significance value of 0.000. For comparison, the F value of the table at
3 degrees of freedom and 141 at alpha 5 per cent was obtained at 2.669. The results show
that the F value is more than the F value of the table (F hit > F table), and the significance
value is less than 0.05 (sig < 0.05), so it can be stated that there is a significant influence
Mariati Dameria
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5426
between clearance sale, online customer review, and customer experience on purchase
decisions simultaneously.
The effect of clearance sales on purchase decisions
Based on the results of the data analysis, hypothesis 1, namely "It is suspected that
clearance sales have a positive and significant effect on purchase decisions at Bagsdealer
Indonesia stores, Tangerang," is accepted. This means that the amount, duration of time,
and type of product that gets clearance sale have a positive influence on purchase
decisions at Bagsdealer Indonesia stores in Tangerang.
The results of the frequency distribution show that the highest indicator, with an
average value of 3,828, is an indicator of the importance of clearance sale for respondents
when they want to purchase item X1.2. This indicator was responded to with the highest
scale, namely Strongly Agree, by 122 respondents. This proves that the existence of
clearance sales carried out by Bagsdealer Indonesia store managers is in accordance with
consumer wishes. Clearance sales make consumers interested in coming and purchasing
products at the store. Belch in Prihastama (2018) said that a price discount provides
several benefits, such as being able to encourage consumers to buy in large quantities,
anticipating competitor promotions, and being able to support trade in large quantities.
These results support the results of several previous studies that conclude that
clearance sales have a significant influence on purchase decisions (Dwitama et al., 2024;
Firmansyah & Nalurita, 2022; Puspitasari & Herdian, 2023; Yusnidar & Misdalaina,
2021). However, the results of this study reject the results of previous studies (Bagus
Ibrahim Muft & Wuryaningsih Dwi Lestari, 2023; Devy M. Puspitasari & Risma Herdian,
2023) who stated that clearance sale does not have a significant influence on purchase
decisions.
The effect of online customer reviews on purchase decisions
The results of the data analysis showed that hypothesis 2, namely, "It is suspected
that online customer reviews have a positive and significant effect on purchase decisions
at Bagsdealer Indonesia stores, Tangerang," was accepted. This means that the
attractiveness, trust, and expertise of positive reviewers will positively influence
consumer purchase decisions.
According to Hartanto and Indiyani (2022, p. 15), online customer reviews are
the most honest opinions that are carried out online and are considered a means of
promotion. Online customer reviews are an exogenous variable (influencing variable) that
can influence purchase decisions. If the relationship between purchase decisions and
online customer reviews is positive, it will increase purchase decisions for a good or
service. Therefore, stores should pay attention to the reviews given by consumers, either
through Instagram or WhatsApp applications, so that they can have a positive effect on
consumer purchase decisions in stores.
The results of the frequency distribution show that the highest indicator, with an
average score of 3,628, is an indicator of honesty in online customer reviews. In this X2.5
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5427
item, 91 respondents voted for the Strongly Agree scale. Furthermore, with an average
score of 3,621 is the X2.6 indicator where 90 respondents chose the Strongly Agree scale
on the online customer review statement must be trustworthy. Then the next indicator is
that the reviewer must be trustworthy, with an average score of 3,607. In this X2.7 item,
92 respondents voted for the Strongly Agree scale.
The results of this study support the results of several previous studies that
conclude that online customer reviews have a significant influence on purchase decisions
(Dwitama et al., 2024; Sari & Arifin, 2024; Wibowo & Wijiastuti, 2022). However, this
result rejects the research study of Anna Irma Rahmawati (2021) which stated that online
customer reviews do not affect purchase decisions.
The influence of customer experience on purchase decisions
The results of the data analysis showed that hypothesis 3, namely "It is suspected
that customer experience has a positive and significant effect on purchase decisions at
Bagsdealer Indonesia stores, Tangerang", was accepted. The variables of sense, feel,
think, act, and relate to the purchase process affect consumer purchase decisions. Online
customer experience is a subjective customer review of the effects of direct and indirect
interactions with a company (Meyer & Schwager, 2007). Customer experience is the
benchmark for the first impression for the entire customer. Consumers who feel a pleasant
experience after buying the product they want may form the possibility for the consumer
to come again to buy the product that has been purchased before. Therefore, stores should
provide optimal service to consumers until finally consumers make a purchase decision
in the store.
The results of the frequency distribution show that the highest indicator, with an
average value of 3,634, is the authenticity of the products offered by the store. In this
X3.22 item, 92 respondents responded with a Strongly Agree scale. Then, the indicator
of admin politeness in responding to respondent chats has an average score of 3,614. In
this X3.8 item, 89 respondents responded with a Strongly Agree scale. Next is an indicator
with an average value of 3,600, namely confidence in using products purchased from the
store. In this X3.11 item, it was found that 87 respondents responded with a Strongly
Agree scale.
The results of this study support previous studies that stated that customer
experience has a significant influence on purchase decisions (Azmi & Patrikha, 2021;
Dara et al., 2023). However, the results of this study contradict the research conducted by
Jason Oscardo, Astri Ayu Purwati, and Muhammad Luthfi Hamzah (2021), which states
that customer experience does not have a significant influence on purchase decisions.
Pengaruh clearance sale, online customer review, dan customer experience terhadap
purchase decision
This study was conducted with the aim of seeing the simultaneous influence of
independent/independent variables (clearance sale, online customer review, customer
experience) on dependent/bound variables (purchase decision) in Indonesian Bagsdealer
Mariati Dameria
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5428
stores. Based on the results of the F test, it is known that the F value is 73.333 with a
significance value of 0.000. For comparison, the F value of the table at 3 degrees of
freedom and 141 at alpha 5 per cent was obtained at 2.669. The results show that the F
value is more than the F value of the table (F hit > F table), and the significance value is
less than 0.05 (sig < 0.05), so it can be stated that there is a significant influence between
clearance sale, online customer review, and customer experience on purchase decisions
simultaneously. This result empirically proves hypothesis 4, namely "It is suspected that
clearance sale, online customer review and customer experience have a positive and
significant effect simultaneously on purchase decisions at Bagsdealer Indonesia stores,
Tangerang" is accepted.
According to Yusuf (2021), a purchase decision is a thought in which individuals
evaluate various choices and make a choice on a product from many choices. Consumers'
decision to buy a product always involves physical activity (for example, when consumers
know about clearance sales through Instagram) and mental activities (for example, when
consumers read online customer reviews and experiences from previous purchases).
The highest influence on the clearance sale variable (X1) on purchase decision
(Y), with an average value of 3.752 through the indicator of the size of the clearance sale.
The highest influence on the online customer review variable (X2) on purchase decision
(Y), with an average score of 3.628 through the honesty indicator in online customer
reviews. The highest influence on the customer experience variable (X3) on purchase
decisions, with an average score of 3,634, through the indicator of the authenticity of the
products offered by the store. Based on this data, it can be concluded that the factor of the
magnitude of clearance sales for consumers, who are, on average, women at the age of
36-45 years and work as housewives, is the highest determining factor in making
purchases. This can be an input for the Bagsdealer Indonesia store in using clearance sales
as the most effective variable to increase purchase decisions where clearance sales can
attract more consumers.
Conclusion
Based on the results of the above study, this study concludes that clearance sales,
online customer reviews, and customer experience each affect the purchase decision at
the Bagsdealer Indonesia store in Tangerang. These three factors also simultaneously
influence the purchase decision. The implications of this study include effective clearance
sales strategies, online customer review management, customer experience improvement,
market segmentation, and the creation of admin service SOPs to increase positive
interactions with customers. The limitations of this study include the possibility of bias
in respondents' responses, respondents who may not fill out the questionnaire themselves,
and the short duration of the study. Research suggestions include improving the clearance
sale strategy, providing free shipping or gift services, admin service development
training, and further research by adding other factors that affect purchase decisions.
The Effect of Clearance Sale, Online Customer Review & Customer Experience on Purchase Decision at
Indonesian Bagsdealer Stores, Tangerang
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 11, November 2024 5429
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