The Influence of Price, Promotion and Trust on Shopeefood Purchase Decisions (Yogyakarta City Consumer Study)

Arief Rizky Pradana, Ambar Lukitaningsih, Lusia Tria Hatmanti Hutami

Abstract


This research aims to find out if there is an influence on price, promotion, and trust on Shopeefood purchasing decisions. The population used in this study was Shopeefood consumers in Yogyakarta City. The study used questionnaires using Google Form as a research tool. This research method uses non-probability sampling techniques with purposive sampling methods. The sample was used by 100 respondents. The data is obtained from questionnaires which are then processed and analyzed using multiple regression test analysis with model accuracy (classical assumption test), hypothesis testing using determination coefficient test (R2), partial test (t test), and simultaneous test (F test) through SPSS 24 program. The results of this study showed that price variables positively influence purchasing decisions, promotions positively influence purchasing decisions, confidence positively influences purchasing decisions, simultaneous promotions, prices and beliefs have a positive and significant effect on purchasing decisions

Full Text:

PDF

References


Adhawiyah, N., & Yuniati, T. (2018). Pengaruh Harga, Promosi, Kepercayaan, dan Kualitas Informasi Terhadap Keputusan Pembelian Melalui Aplikasi Shopee. Jurnal Ilmu Dan Riset Manajemen, 7.

Aji, H. S. (2018). Pengaruh Harga, Promosi, dan Kualitas Produk Melalui Kepercayaan Konsumen Terhadap Keputusan Pembelian Di @79PomadeShop_id. Universitas Jember.

Amanah, D., Hurriyati, R., Gaffar, V., Wibowo, L. A., Harahap, D. A., Agustini, F., & Saragih, Y. D. (2018). Which is More Influential in Online Purchasing Decisions: Price or Trust? November, 798–803. https://doi.org/10.5220/0007090107980803

Aryadhe, P., & Rastini, N. M. (2016). Kualitas Pelayanan, Kualitas Produk Dan Citra Merek Terhadap Niat Beli Ulang Di Pt Agung Toyota Denpasar (p. 5). E-Jurnal Manajemen Universitas Udayana.

Ayuningtiyas, K., & Gunawan, H. (2018). Pengaruh Kepercayaan, Kemudahan Dan Kualitas Informasi. Journal of Applied Business Administration, 2(1), 152–165.

Cherstiawan, A. (2019). Pengaruh Kepercayaan, Persepsi Harga, dan Promosi Dalam Keputusan Pembelian di Tokopedia pada Mahasiswa Universitas Kristen Krida Wacana. Ilmiah Manajemen Bisnis, 19(2), 1–18.

Ghozali, I. (2016). NoAplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII (8th ed.). Badan Penerbit Universitas Diponegoro.

Jamaludin, A., Arifin, Z., & Hidayat, K. (2015). Pengaruh Promosi Online Dan Persepsi Harga Terhadap Keputusan Pembelian (Survei Pada Pelanggan Aryka Shop Di Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 21(1), 85820.

Kemp, S. (2021). Digital 2021: Indonesia. Datareportal. https://datareportal.com/reports/digital-2021-indonesia

Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241–252. https://doi.org/10.1016/j.elerap.2011.06.003

Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12th ed.). Erlangga.

Kotler, P., & Armstrong, G. (2012). Prinsip prinsip pemasaran. edisi 12. jilid 1. terjemahan Bob Sabran. (12th ed.). Erlangga.

Kotler, P., & Armstrong, G. (2016). Prinsip - prinsip pemasaran (Edisi 13).

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005

Lionga, N. A. (2021). Analisis Pengaruh Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition terhadap Behavioural Intention to Use Shopee Food.

Mahajan, P. T., & B, G. S. (2017). Engineering a woman: Marketing opportunities and challenges. Turkish Online Journal of Educational Technology, 2017(October Special Issue INTE), 1049–1065. https://doi.org/10.11648/j.ajmse.20170201.12

Malau, H. (2017). Manajemen Pemasaran Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Alfabeta Bandung.

Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1), 194–199.

Nasution, H. F. (2018). Pengaruh Kemudahan Dan Harga Terhadap Keputusan Pembelian Produk Pakaian Secara Online (Studi Kasus Mahasiswa Belanja Online Pada FEBI IAIN Padangsidimpuan). At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 4(1), 26. https://doi.org/10.24952/tijaroh.v4i1.1082

Nurhayati, S. (2017). Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Handphone Samsung Di Yogyakarta. IV(2), 60–69.

Prasetya, F. (2011). Analisis Pengaruh Diferensiasi, Promosi dan Positioning Terhadap Keputusan Pembelian. Skirpsi S1 Ekonomi Universitas Diponegoro Semarang, 1–66.

Pratiwi, D. A. N. (2019). Pengaruh Promosi Online, Harga Dan Kepercayaan Terhadap Keputusan Pembelian Pada Toko Online Shop Shopee. Jurnal Ilmu Dan Riset Manajemen, 8, 1–18.

Priansa, D. J. (2017). Perilaku Konsumen dalam Bisnis Kontemporer. Alfabeta.

Rangkuti. (2010). Manajamen Pemasaran: Tujuan Promosi. Rajawali Pers.

Sari, M. P., Rachman, L. A., Ronaldi, D., & Sanjaya, V. F. (2020). Pengaruh Harga , Promosi Dan Kepercayaan Terhadap Keputusan Pembelian Produk Y.O.U. Enterpreneur Dan Bisnis (JEBI), 1(2), 122–129.

Sembada, A. Y., & Koay, K. Y. (2021). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research, 130(November 2018), 574–582. https://doi.org/10.1016/j.jbusres.2019.09.028

Seo, K., Go, S., & Kim, B. (2020). Pricing strategies under markets with time gap between purchase and consumption. Journal of Business Research, 120(59), 312–320. https://doi.org/10.1016/j.jbusres.2020.01.066

Suharsono, Setiawan, Riyanto, Sari, & Purnama, R. (2019). Pengaruh Promosi Media Online terhadap Keputusan Pembelian Produk Hijab. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 1(2), 41. https://doi.org/10.47201/jamin.v1i2.28

Surliana, Zulkarnaen, Irianto, & Kisnawati, B. (2021). Pengaruh Harga, Promosi dan Kepercayaan Terhadap Keputusan Pembelian Online (Studi Kasus Pada Konsumen Lazada). Jurnal Kompetitif : Media Informasi Ekonomi Pembangunan, Manajemen Dan Akuntansi, 7(1), 98–115.

Suryati, L. (2015). Manajemen Pemasaran: Suatu Strategi Dalam Meningkatkan Loyalitas Pelanggan. Deepublish.

Tarmidi, D., Dosinaen, Y. P. R., Siahaan, S. A., Azzadi, M. T., & Napitupulu, G. A. S. (2021). The Effect of Product Innovation and Price on Purchasing Decisions on Shopee Users in Bandung in 2021. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 747–753. https://doi.org/10.17762/turcomat.v12i4.559

Teddy, A., & Zuliestiana, D. A. (2020). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Bandung, Keputusan Pembelian Melalui Aplikasi Gofood Di Kota. 7(2), 5422–5428.

Theysohn, S., Klein, K., Völckner, F., & Spann, M. (2013). Dual effect-based market segmentation and price optimization. Journal of Business Research, 66(4), 480–488. https://doi.org/10.1016/j.jbusres.2011.11.007




DOI: https://doi.org/10.26618/inv.v4i1.7286

Refbacks

  • There are currently no refbacks.


 

Flag Counter

 

Creative Commons License

Invoice : Jurnal Ilmu Akuntansi Is Licenced Under a Creative Commons Attribution-Noncommercial-Noderivatives 4.0 International License