Pengaruh Harga, Kepercayaan, dan Promosi terhadap Keputusan Pembelian pada Pengguna E-commerce Tokopedia

Maria Sandra Daiman(1*), Ima Kristina Yulita(2), Gregorius Hendra Poerwanto(3),

(1) Universitas Sanata Dharma Yogyakarta
(2) Universitas Sanata Dharma Yogyakarta
(3) Universitas Sanata Dharma Yogyakarta
(*) Corresponding Author

Abstract


This study aims to determine the effect of price, trust, and promotion on purchasing decisions of Tokopedia e-commerce users. The sampling technique used is purposive sampling. This study obtained data by distributing questionnaires via google form to 96 respondents. The test instruments used are validity and reliability tests. The data analysis technique used in this research is descriptive analysis, classical assumption test, multiple linear regression, F test and t test. Data processing using SPSS Statistics 23 Software. The results obtained from this study include 1) Price, trust, and promotion simultaneously affect purchasing decisions for e-commerce users of Tokopedia, 2) Price does not affect purchasing decisions on e-commerce users Tokopedia, 3) Trust has an effect on purchasing decisions for Tokopedia e-commerce users and 4) Promotion has an effect on purchasing decisions for Tokopedia e-commerce users.


Keywords


price, trust, promotion, purchase decision

Full Text:

PDF

References


Fahrevi, S. R., & Satrio, B. (2020). Pengaruh Harga, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Shopee.CO.ID. Jurnal Ilmu dan Riset Manajemen, Vol 7 (3).

Kolter & Keller. (2009). Konsep Marketing. Jakarta: Erlangga: 14 November 2020. zultuahkifli. http://www.bintan-s.web.id/2020/11/konsep-marketing.html

Kotler & Armstrong. (2013). Manajemen Pemasaran. Jakarta: Erlanga.

Kolter & Keller. (2009). Konsep Marketing. Jakarta: Erlangga: 14 November 2020. zultuahkifli. http://www.bintan-s.web.id/2020/11/konsep-marketing.html

Kolter & Armstrong. (2016). Prinsip-prinsip Pemasaran (Edisi 13.jilid. ed.). Jakarta:Erlangga.

Kolter, P. (2012). Principles of marketing 17e. England: Pearson Edukation Limited.

Lestari, I. T. (2019). Pengaruh Kepercayaan dan Kemudahaan Terhadap Keputusan Belanja Online Pada Pengguna Tokopedia. Jurnal Ilmu Manajemen, Vol 7 (2), 478 - 484.

Loundon. (1998). Definisi E-commerce. e.g. Jhon Doe. Retrieved from https://www.talenta.co/blog/insight-talenta/ecommerce/#:~:text=Menurut%20Loudon%20(1998)%2C%20pengertian,perantara%20transaksi%20bisnis%20yang%20dilakukan.

Mowen dan Minor. (2002). Perilaku Konsumen (Jilid 1 ed.). Jakarta: PT Penerbit Erlangga.

Nawangsari, S., & Pramesti , W. (2017). Pengaruh Kepercayaan, Kualitas Layanan, dan Keamaan Terhadap Keputusan Pembelian Pada E-commerce Tokopedia. Jurnal Manajemen Bisnis Indonesia, Vol 4 (3), 385-394.

Madiawati, Putu, Nina; Indah;, Fransiska; (2021). Analisis Pengaruh Harga, Promosi, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Bandung. Jurnal e-Proceeding of Management, Vol 8 (1), 4 Agustus 2021, ISSN : 2355-9357.

Madiawati, Putu, Nina; Indah;, Fransiska; (2021). Analisis Pengaruh Harga, Promosi, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Bandung. Jurnal e-Proceeding of Management, Vol 8 (1), 4 Agustus 2021, ISSN : 2355-9357.

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.




DOI: https://doi.org/10.24071/exero.v6i1.6688

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 EXERO : Journal of Research in Business and Economics