Article Sidebar

Submitted
November 15, 2024
Accepted
January 30, 2025
Published
December 12, 2024
Download
PDF
Statistic
Read Counter : 7 Download : 8

Main Article Content

Abstract

Penelitian ini bertujuan untuk meneliti pengaruh persepsi harga, promosi, kualitas pelayanan, dan kemudahan penggunaan terhadap keputusan pembelian pengguna Shopee di Samarinda. Sampel terdiri dari 97 pengguna Shopee. Penarikan sampel menggunakan Teknik Purposive Sampling. Hasil analsisis regresi berganda menunjukkan bahwa persepsi harga, kualitas pelayanan, dan kemudahan penggunaan mempengaruhi keputusan pembelian, sementara promosi tidak berpengaruh signifikan. Temuan ini menyoroti pentingnya promosi yang menarik dan relevan untuk mengguna Shopee di Samarinda. Penelitian ini membantu e-commerce dalam mengembangkan strategi periklanan yang efektif untuk mempengaruhi keputusan pembelian pelanggan.

Article Details

License

Copyright (c) 2024 Dyah Kusrihandayani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

    1. Authors hold the copyright in any process, procedure, or article described in the work and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    2. Authors retain publishing rights to re-use all or portion of the work in different work but can not granting third-party requests for reprinting and republishing the work.

    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.

References

  1. Alam, M. Z. Z., Agin, N. H. A., Suhaimi, S. A., Ayub, N., & Nor, A. M. (2022). Analisis of Perceived Usefulness and Ease of use on Online Shopping Intention. International Symposium & Exhibition on Business and Accounting 2022. https://doi.org/DOI: 10.15405/epfe.23081.39
  2. Fahrevi, Sendy Rahmat; Satrio, B. (2018). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online di Shopee.CO.ID. Jurnal Dan Ilmu Riset Management, 7, 1–15.
  3. Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS 25. (9 ed.). Badan Penerbit Universitas Diponegoro.
  4. Gurusinga, I. T. B., Irawan, B., & Endhiarto, T. (2023). Pengaruh Kualitas Informasi, Promosi, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Melalui Kepercayaan pada e-Commerce Traveloka di Kabupaten Jember. Bisma: Jurnal Bisnis Dan Manajemen, Vol. 17(No. 2), 162–174. https://jurnal.unej.ac.id/index.php/BISMA
  5. Han, L., & Han, X. (2023). Improving the service quality of cross-border e-commerce: How to understand online consumer reviews from a cultural differences perspective. National Library of Medicine National Center for Biotechnology Information. https://doi.org/doi: 10.3389/fpsyg.2023.1137318
  6. Kotler, P., Amstrong, G., & Balasubramanian, S. (2023). Principles of Marketing (19 Th Edit). Pearson (20 July 2023).
  7. Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi 12 J). PT. Index.
  8. Kotler, P., & Lane, K. (2021). Marketing Management 16th Edition (16th ed.).
  9. Kusuma, Zammy Haryo; Husein, A. S. (2019). The Effect of Security, Trust, Perceived Usefulness and Perceived Ease of Use Toward Purchase Decision in Online Marketplace Site Tokopedia.Com (Study of Tokopedia.com users in Malang City). Jurnal Ilmiah Mahasiswa FEB, Vol. 7 No. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/5851
  10. Lopes, J. M., Silva, L. F., & Cardoso, I. M. (2024). AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention. Behavior Sciences, 14(7)(616), 1–22. https://doi.org/doi: 10.3390/bs14070616
  11. Maretiana, R. S., & Abidin, Z. (2022). Pengaruh harga, kualitas pelayanan dan promosi terhadap keputusan pembelian. Jurnal Manajemen, Volume 14.
  12. Mutmainah, A., & Marsya, I. (2024). Strategi Shopee 2024: Singkirkan TikTok Shop, Pertumbuhan Perusahaan vs Profitabilitas? Konteks.Co.Id. https://www.konteks.co.id/digital/233426/strategi-shopee-2024-singkirkan-tiktok-shop-pertumbuhan-perusahaan-vs-profitabilitas/
  13. Nursani, Muhammad Rizqon, Nur Faiza, & Muhammad Akbar. (2023). Determinants of Purchase Decisions among E-commerce Users: The Significance of Trust, Security, Price, Service Quality, and Risk Perception. Jurnal Dinamika Manajemen Dan Bisnis, 6(1), 97–116. https://doi.org/10.21009/jdmb.06.1.7
  14. Rahayu, S. (2021). Pengaruh Harga, Kepercayaan dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna E-commerce Tokopedia (Studi Kasus Pada Mahasiswa Manajemen Informatika Angkatan 2020 Universitas Mahakarya Asia PSDKU Baturaja). Journal Management, Business, and Accounting, Vol. 20(No. 1), 40–50. https://www.researchgate.net/publication/354466073_Pengaruh_Harga_Kepercayaan_dan_Kualitas_Produk_Terhadap_Keputusan_Pembelian_Pengguna_E-Commerce_Tokopedia/link/63819174c2cb154d2929c491/download?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGF
  15. Rahmana, A. C., & Widyastuti, E. (2022). Determinant of Product Purchase Decisions on The Shopee Marketplace. JIEM: Journal of Islamic Enterpreneurship and Management 2(1), 29–42. https://e-journal.iainsalatiga.ac.id/index.php/jiem/index
  16. Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen (Januari 20). Penerbit Deepublish.
  17. Siahaan, Matdio; Christiani, D. (2021). The Effect of Price and Promotions on Purchase Decisions at Shopee (Case Study of Bhayangkara University Jakarta Raya). International Journal of Economy, Education and Enterpreneurship, 1(No. 3. December 2021), 253–268. https://doi.org/https://doi.org/10.53067/ije3.v1i3
  18. Stiawan, Royen; Hidayati, Arifah; Lakoni, I. (2024). The Influence of Price, Promotion and Service Quality and Purchasing Decisions at Shopee Online Store, Bengkulu City. Primanomics: Journal Economics and Busniness, 22(2). https://jurnal.ubd.ac.id/index.php/ds
  19. Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Cetakan ke). Alfabeta.
  20. Sugiyono. (2017). Statistik Untuk Penelitian. Alfabeta.
  21. Suhendi, I. F. (2023). The Influence of Price Perception, Sales Promotion, and Consumer Confidence on Pinkyshop Online Purchase Decisions at Shopee Market Place. Jurnal Syntax Dmiration, 4(No. 1 January 2023), 270–280. https://doi.org/doi: https://doi.org/