PENGARUH PERSEPSI HARGA, PERSEPSI KEMUDAHAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP DI JABODETABEK (STUDI KASUS PADA MARKETPLACE SHOPEE)
Keywords:
Perceived Price, Perceived Ease Of Use, Trust, Perceived Risk, Purchase Decision
Abstract
Online purchasing decisions are the pre-purchase stage which is part of consumer behavior that includes how an individual, group and organization chooses to finally buy goods, services, ideas and experiences online to satisfy their needs. Along the way, they need to recognize a need, the best way to meet it and evaluate the options available to a final decision about what, when, where, how much to buy, and how to pay for the purchase. Sample of this study is 170 respondents who live in the Jabodetabek and have shopped at least once using the Shopee application. The data analysis technique used is descriptive analysis, validity test, reliability test, classic assumption test, F test, t test, and coefficient of determination test. Data were obtained using a survey method through online questionnaires for all respondents. The results of this study conclude that Perceived Price, Perceived Ease Of Use, and Trust have a positive and significant influence on Purchase Decisions Through Online Shop Shopee. Meanwhile, Perceived Risk has a negative and significant influence on Purchase Decisions Through Online Shop Shopee
References
[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
[2] Akbar, M. F., & Haryoko, U. B. (2020). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Kepuasan Pelanggan Pada Alfamart Cabang Cikokol Tangerang. Jurnal Ekonomi Efektif, 2(2), 280–286. https://doi.org/10.32493/jee.v2i2.4170
[3] Amin, A. M., & Hendra. (2019). The Effect of Trust, Easiness, and Promotion on Online Purchase Decision Of Lazada.co.id. Management Studies and Entrepreneurship Journal, 1(1), 78–96. http://journal.yrpipku.com/index.php/msej
[4] Astasari, A. (2018). Faktor-Faktor Yang Mempengaruhi Perilaku Pembelian Online Pada Mahasiswa UNY. https://doi.org/10.20961/ge.v4i1.19180
[5] Cherstiawan, A. (2019). Pengaruh Kepercayaan, Persepsi Harga, dan Promosi Dalam Keputusan Pembelian di Tokopedia pada Mahasiswa Universitas Kristen Krida Wacana. Jurnal Ilmiah Manajemen Bisnis Ukrida.
[6] Chopra, P., & Sharma, S. K. (2019). Predicting factors influencing online purchase behavior among Indian Youth. International Journal of Recent Technology and Engineering, 8(2 Special Issue 6), 765–772. https://doi.org/10.35940/ijrte.B1143.0782S619
[7] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
[8] Dinata, M. S., & Khasanah, I. (2022). Pengaruh Persepsi Harga, Persepsi Kualitas Produk Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Eden International Daily Food, Semarang. Diponegoro Journal of Management, 11(1), 1–9. https://ejournal3.undip.ac.id/index.php/djom/index
[9] Fadila, A., Bulan, T. P. L., & Amilia, S. (2021). Pengaruh Kepercayaan, Electronic Of Mouth Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Pada Shopee di Pangkalan Brandan. JIM Manajemen: Manajerial Terapan, 1(1), 19–26.
[10] Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
[11] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (18th ed.). Pearson Education.
[12] Haryani, D. S. (2019). Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Online Di Tanjungpinang. Jurnal Dimensi, 8(2), 198–209. https://doi.org/10.33373/dms.v8i2.2155
[13] Heni, D. A., Mursito, B., & Damayanti, R. (2020). Pengaruh Kepercayaan, Kemudahan Transaksi, dan Promosi terhadap Keputusan Pembelian Online Pengguna Situs Shopee. Smooting, 18(2), 146–150. https://unsa.ac.id/ejournal/index.php/smooting/article/view/421/246
[14] Jogiyanto. (2007). Sistem Informasi Keperilakuan. Penerbit ANDI.
[15] Jogiyanto. (2019). Sistem Informasi Keprilakuan. Andi.
[16] Kaligis, W. (2018). Pengaruh Perceived Risk Terhadap Customer Loyalty Melalui Switching Cost. Jurnal Manajemen Dan Pemasaran Jasa, 9(2), 221. https://doi.org/10.25105/jmpj.v9i2.800
[17] Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles Of Marketing (19th ed.). Pearson Education.
[18] Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed.). Pearson Education.
[19] Mahyarni, M. (2013). Theory Of Reasoned Action Dan Theory Of Planned Behavior (Sebuah Kajian Historis tentang Perilaku). Jurnal EL-RIYASAH, 4(1), 13. https://doi.org/10.24014/jel.v4i1.17
[20] Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Erlangga.
[21] Nunnaly, J. (1967). Psychometric Methods. McGraw-Hill.
[22] Pradwita, R. B. R. P., Handoko, Y., & Rachmawati, I. K. (2020). Pengaruh Kepercayaan, Kemudahan, Dan Kualitas Informasi Pada Website Www.Laroslaptop.Com Terhadap Keputusan Pembelian Online. Jurnal Apresiasi Ekonomi, 8(2), 212–220. https://doi.org/10.31846/jae.v8i2.312
[23] Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer (1st ed.). Alfabeta.
[24] Resmanasari, D., Ruswandi, W., & Setiadi, S. (2020). Pengaruh Kepercayaan, Keamanan dan Persepsi Akan Resiko terhadap Keputusan Pembelian Belanja Online. Jurnal Ekonomak, VI(2), 16–23. http://ejournal.stiepgri.ac.id/index.php/ekonomak/article/view/153
[25] Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
[26] Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D) (3rd ed.). Alfabeta.
[27] Syafi’atul Waro, S., & Widowati, M. (2020). Pengaruh Kepercayaan, Celebrity Endorser, dan Persepsi Risiko terhadap Keputusan Pembelian Pengguna E-Commerce di Kota Semarang. Prosiding Seminar Nasional Unimus, 3, 1084–1095. http://prosiding.unimus.ac.id
[28] Tjiptono, F., & Diana, A. (2016). Pemasaran Esensi dan Aplikasi. Andi Offset.
[29] Wardoyo, W., & Andini, I. (2017). Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Secara Online Pada Mahasiswa Universitas Gunadarma. Jurnal Manajemen Dayasaing, 19(1), 12. https://doi.org/10.23917/dayasaing.v19i1.5101
[30] Winarsih, R., Mandey, S. L., & Wenas, R. S. (2022). Pengaruh Persepsi Harga, Kualitas Makanan, Dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Dabu – Dabu Lemong Resto Dan Coffee Kawasan Megamas Di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 388. https://doi.org/10.35794/emba.v10i3.41953
[2] Akbar, M. F., & Haryoko, U. B. (2020). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Kepuasan Pelanggan Pada Alfamart Cabang Cikokol Tangerang. Jurnal Ekonomi Efektif, 2(2), 280–286. https://doi.org/10.32493/jee.v2i2.4170
[3] Amin, A. M., & Hendra. (2019). The Effect of Trust, Easiness, and Promotion on Online Purchase Decision Of Lazada.co.id. Management Studies and Entrepreneurship Journal, 1(1), 78–96. http://journal.yrpipku.com/index.php/msej
[4] Astasari, A. (2018). Faktor-Faktor Yang Mempengaruhi Perilaku Pembelian Online Pada Mahasiswa UNY. https://doi.org/10.20961/ge.v4i1.19180
[5] Cherstiawan, A. (2019). Pengaruh Kepercayaan, Persepsi Harga, dan Promosi Dalam Keputusan Pembelian di Tokopedia pada Mahasiswa Universitas Kristen Krida Wacana. Jurnal Ilmiah Manajemen Bisnis Ukrida.
[6] Chopra, P., & Sharma, S. K. (2019). Predicting factors influencing online purchase behavior among Indian Youth. International Journal of Recent Technology and Engineering, 8(2 Special Issue 6), 765–772. https://doi.org/10.35940/ijrte.B1143.0782S619
[7] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
[8] Dinata, M. S., & Khasanah, I. (2022). Pengaruh Persepsi Harga, Persepsi Kualitas Produk Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Eden International Daily Food, Semarang. Diponegoro Journal of Management, 11(1), 1–9. https://ejournal3.undip.ac.id/index.php/djom/index
[9] Fadila, A., Bulan, T. P. L., & Amilia, S. (2021). Pengaruh Kepercayaan, Electronic Of Mouth Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Pada Shopee di Pangkalan Brandan. JIM Manajemen: Manajerial Terapan, 1(1), 19–26.
[10] Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
[11] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (18th ed.). Pearson Education.
[12] Haryani, D. S. (2019). Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Online Di Tanjungpinang. Jurnal Dimensi, 8(2), 198–209. https://doi.org/10.33373/dms.v8i2.2155
[13] Heni, D. A., Mursito, B., & Damayanti, R. (2020). Pengaruh Kepercayaan, Kemudahan Transaksi, dan Promosi terhadap Keputusan Pembelian Online Pengguna Situs Shopee. Smooting, 18(2), 146–150. https://unsa.ac.id/ejournal/index.php/smooting/article/view/421/246
[14] Jogiyanto. (2007). Sistem Informasi Keperilakuan. Penerbit ANDI.
[15] Jogiyanto. (2019). Sistem Informasi Keprilakuan. Andi.
[16] Kaligis, W. (2018). Pengaruh Perceived Risk Terhadap Customer Loyalty Melalui Switching Cost. Jurnal Manajemen Dan Pemasaran Jasa, 9(2), 221. https://doi.org/10.25105/jmpj.v9i2.800
[17] Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles Of Marketing (19th ed.). Pearson Education.
[18] Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed.). Pearson Education.
[19] Mahyarni, M. (2013). Theory Of Reasoned Action Dan Theory Of Planned Behavior (Sebuah Kajian Historis tentang Perilaku). Jurnal EL-RIYASAH, 4(1), 13. https://doi.org/10.24014/jel.v4i1.17
[20] Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Erlangga.
[21] Nunnaly, J. (1967). Psychometric Methods. McGraw-Hill.
[22] Pradwita, R. B. R. P., Handoko, Y., & Rachmawati, I. K. (2020). Pengaruh Kepercayaan, Kemudahan, Dan Kualitas Informasi Pada Website Www.Laroslaptop.Com Terhadap Keputusan Pembelian Online. Jurnal Apresiasi Ekonomi, 8(2), 212–220. https://doi.org/10.31846/jae.v8i2.312
[23] Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer (1st ed.). Alfabeta.
[24] Resmanasari, D., Ruswandi, W., & Setiadi, S. (2020). Pengaruh Kepercayaan, Keamanan dan Persepsi Akan Resiko terhadap Keputusan Pembelian Belanja Online. Jurnal Ekonomak, VI(2), 16–23. http://ejournal.stiepgri.ac.id/index.php/ekonomak/article/view/153
[25] Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
[26] Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D) (3rd ed.). Alfabeta.
[27] Syafi’atul Waro, S., & Widowati, M. (2020). Pengaruh Kepercayaan, Celebrity Endorser, dan Persepsi Risiko terhadap Keputusan Pembelian Pengguna E-Commerce di Kota Semarang. Prosiding Seminar Nasional Unimus, 3, 1084–1095. http://prosiding.unimus.ac.id
[28] Tjiptono, F., & Diana, A. (2016). Pemasaran Esensi dan Aplikasi. Andi Offset.
[29] Wardoyo, W., & Andini, I. (2017). Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Secara Online Pada Mahasiswa Universitas Gunadarma. Jurnal Manajemen Dayasaing, 19(1), 12. https://doi.org/10.23917/dayasaing.v19i1.5101
[30] Winarsih, R., Mandey, S. L., & Wenas, R. S. (2022). Pengaruh Persepsi Harga, Kualitas Makanan, Dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Dabu – Dabu Lemong Resto Dan Coffee Kawasan Megamas Di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 388. https://doi.org/10.35794/emba.v10i3.41953
Published
2023-12-16
How to Cite
Adewijaya, D. and Sitinjak, T. (2023) “PENGARUH PERSEPSI HARGA, PERSEPSI KEMUDAHAN, KEPERCAYAAN, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP DI JABODETABEK (STUDI KASUS PADA MARKETPLACE SHOPEE)”, Jurnal Ilmiah Hospitality, 12(2), pp. 795-806. doi: 10.47492/jih.v12i2.2965.
Section
Articles
