Pengaruh Price, Promotion, dan Trust terhadap Purchase Intention pada Online Shopping Festival di Aplikasi Shopee

Airlangga Raka Putra; Jatmiko Jatmiko

doi:10.59841/glory.v2i2.1076

Authors

Airlangga Raka Putra Universitas Esa Unggul
Jatmiko Jatmiko Universitas Esa Unggul

DOI:

https://doi.org/10.59841/glory.v2i2.1076

Keywords:

Price, Promotion, Trust, Purchase Intention

Abstract

The newfound enthusiasm for online shopping has currently transformed the societal paradigm of shopping. Previously, individuals had to visit sellers in person before acquiring the desired items through conventional methods. One of the E-Commerce platforms used by the Indonesian society is the Shopee shopping application. With the Shopee platform, Indonesian consumers have the flexibility to shop anytime and anywhere, with a diverse range of product choices without needing to visit sellers directly. This makes it easier for Indonesian consumers to generate purchase intention. The aim of this study is to delve deeper into promotional strategies that can induce purchase intention among consumers, thereby enabling Shopee to maintain its position stability in the market. The sample in this study consists of 155 respondent selected using purposive sampling technique. Subsequently, the data were processed using multiple regression analysis methods. The results obtained from the testing indicate that, partially, price, promotion, and trust have a positive influence on purchase intention.

References

Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence and Planning, 36(7), 809–824. https://doi.org/10.1108/MIP-12-2017-0339

Alzagladi, D. A., Yohana, C., & Fidhyallah, N. F. (2021). Peran Price dan Promotion terhadap Purchase Decision dalam Menggunakan Layanan Online Food Delivery. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(July), 215–227.

Anggriana, R., Qomariah, N., & Santoso, B. (2017). 137 Pengaruh Harga.. … Anggriana, dkk. e-ISSN:2541-2566 p-ISSN:2088-916X. 7(2), 137–156.

Annur, C. M. (2022). Survei: Shopee Jadi Platform E-commerce yang Paling Banyak Digunakan Saat Harbolnas. https://databoks.katadata.co.id/datapublish/2022/10/28/survei-shopee-jadi-platform-e-commerce-yang-paling-banyak-digunakan-saat-harbolnas

Apriyani, T., & Christiana, R. (2019). Strategi Shopee dalam Menarik Perhatian Pelanggan.Suara.Com. https://yoursay.suara.com/news/2019/12/10/131146/strategi-shopee-dalam-menarik-perhatian-pelanggan?page=all

Athapaththu, J. C., & Kulathunga, D. (2018). Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce. International Business Research, 11(10), 111. https://doi.org/10.5539/ibr.v11n10p111

Bawono, A., Isanawikrama, I., Arif, K., & Kurniawan, Y. J. (2018). PENGARUH PERILAKU KONSUMEN, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA SITUS BELANJA ONLINE (Studi Kasus pada Situs Belanja Online XYZ). Jurnal Pengabdian Dan Kewirausahaan, 2(2), 131–144. https://doi.org/10.30813/jpk.v2i2.1366

Bhatti Scholar, A. (2018). Science Arena Publications International journal of Business Management Sales Promotion and Price Discount Effect on Consumer Purchase Intention with the Moderating Role of Social Media in Pakistan. International Journal of Busniness Management, 3(4), 50–58. www.sciarena.com

Boisen, M., Terlouw, K., Groote, P., & Couwenberg, O. (2018). Reframing place promotion, place marketing, and place branding - moving beyond conceptual confusion. Cities, 80(August), 4–11. https://doi.org/10.1016/j.cities.2017.08.021

Brata, B. H., Husani, S., & Ali, H. (2017). The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Vol-2, 433–445. https://doi.org/10.21276/sjbms

Burhan, F. A. (2021). Nilai Transaksi E-commerce RI Melonjak 91%, Shopee Kuasai Pasar Artikel ini telah tayang di Katadata.co.id dengan judul “Nilai Transaksi E-commerce RI Melonjak 91%, Shopee Kuasai Pasar” , https://katadata.co.id/yuliawati/digital/60ba67ba89507/nilai-transa. https://katadata.co.id/yuliawati/digital/60ba67ba89507/nilai-transaksi-e-commerce-ri-melonjak-91-shopee-kuasai-pasar%0A

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157

Dzulkharnain, E. (2019). Pengaruh Persepsi Harga, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Tas Sophie Martin di Kabupaten Sidoarjo. Jurnal QTISHADequity, 1(2).

Fauzan, A., Rohman, A., Produk, K., & Beli, M. (2019). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Sepeda Motor Kawasaki Ahmad. 9, 104–113. http://ejournal.stiemj.ac.id/index.php/ekobis

Fidinillah, M. (2022). Shopee Raup Pendapatan Rp73 Triliun di 2021, Melesat 136 Persen. https://id.techinasia.com/pendapatan-shopee-naik-136-persen

Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of Business Research Methods. Routledge.

Heryanto, I. (2015). Analisis Pengaruh Produk, Harga, Distribusi, dan Promosi Terhadap Keputusan Pembelian Serta Implikasinya pada Kepuasan Pelanggan. Jurnal Ekonomi, Bisnis & Entrepreneurship, 9(2), 80–101. https://core.ac.uk/download/pdf/234663443.pdf

Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001

Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/10.9744/pemasaran.14.1.35-43

Jatmiko, & Setyawati, R. L. (2015). Pengaruh Brand Positioning dan Brand Equity terhadap Keputusan Pembelian Sepeda Motor Yamaha Jurnal Ekonomi. Jurnal Ekonomi, 6(2), 18–32.

Jatmiko, & Ulfah, K. (2020). Pengaruh Store Atmosphere , Perceived Value Dan Promotion Terhadap Kepuasan Pelanggan. ICA Ekonomi, 1, 374–382.

Jia Hua, H., & Nuangjamnong, C. (2021). Influencing Factors of Consumer Behavior thru Online Streaming Shopping in Entertaining Marketing. SSRN Electronic Journal, 1–14. https://doi.org/10.2139/ssrn.3968490

Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E-commerce. Journal of Interactive Marketing, 38, 44–54. https://doi.org/10.1016/j.intmar.2017.01.001

Kotler, P., & Armstrong, G. (2017). Principles of marketing. Harlow: Pearson.

Larasetiati, M., & Ali, H. (2019). Model of consumer trust: analysis of perceived usefulness and toward repurchase intention in online travel agent. Journal of Economics and Finance, 3(8), 350–357. https://doi.org/10.21276/sjef.2019.3.8.5

Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890

Lestari, L. D., & Dwijayanti, R. (2022). Pengaruh Fenomena Harbolnas (Hari Belanja Online Nasional) Pada E-Commerce Shopee Melalui Diskon Dan Kemudahan Bertransaksi Terhadap Keputusan Pembelian. Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1482–1491. https://doi.org/10.26740/jptn.v10n1.p1482-1491

Lintin, I. Y. (2023). Compas Road to HARBOLNAS Report 2023: Shopee Mendominasi Pasar FMCG dengan Market Share 66% di Harbolnas 2022! https://compas.co.id/article/compas-harbolnas-report/

Liu, D., & Guo, X. (2017). Can trust and social benefit really help? Empirical examination of purchase intentions for wearable devices. Information Development, 33(1), 43–56. https://doi.org/10.1177/0266666916635724

Mahmoud, T. O. (2018). International Journal of Advanced and Applied Sciences Impact of Green Marketing Mix on Purchase Intention. Department of Management, College of Economics AndBusiness,Administration University of Kassala, Kassala, Sudan, 5(2), 127–135.

Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1), 1–20.

Nursyirwan, V. I., & Ardaninggar, S. S. (2020). the Factor Analysis That Influence the Student Purchase Intention in Shopee E-Commerce. Eaj (Economics and Accounting Journal), 3(2), 118. https://doi.org/10.32493/eaj.v3i2.y2020.p118-129

Permatasari, A., & Kuswadi, E. (2017). The Impact of Social Media on Consumers’ Purchase Intention: A Study of Ecommerce Sites in Jakarta, Indonesia. Review of Integrative Business and Economics Research, 6(1), 321–335. http://buscompress.com/journal-home.html

Prabowo, I. J. K. G., & Nurhadi. (2019). Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga Dan Word Of Mouth Terhadap Minat Beli (Studio Pada Mahasiswa Fakultas Ekonomi UNY Pengguna Iphone) Effect Of Brand Image Quality Product, Price Perception And Woed Of Mouth Of Interest Buy (Studies in . Indra Jaya, 246–256.

Pratono, A. H. (2018). From social network to firm performance: The mediating effect of trust, selling capability and pricing capability. Management Research Review, 41(6), 680–700. https://doi.org/10.1108/MRR-03-2017-0080

Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1869363

Rafqi Ilhamalimy, R., & Ali, H. (2021). Model Perceived Risk and Trust: E-Wom and Purchase Intention (the Role of Trust Mediating in Online Shopping in Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204–221. https://doi.org/10.31933/dijdbm.v2i2.651

Sanusi, A. (2014). "Metodologi Penelitian Bisnis (Cetakan Keempat).

Satria, A. A. (2017). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Perusahaan A-36. Jurnal Lentera Bisnis, 6(1), 85. https://doi.org/10.34127/jrlab.v6i1.169

Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6 Buku 1.

Setyoparwati, I. C. (2019). Pengaruh Dimensi Kepercayaan (Trust) Konsumen Terhadap Kepuasan Pelanggan Pada E-Commerce di Indonesia. Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 3(3), 111–119. https://doi.org/10.31955/mea.vol4.iss1.pp111-119

Siregar, S. (2017). Metode Penelitian Kuantitatif: Dilengkapi Dengan Perbandingan Perhitungan Manual dan SPSS.

Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society, 63(August), 101365. https://doi.org/10.1016/j.techsoc.2020.101365

Wardhani, N. I. K., Izaak, W., & Yohanes, M. (2021). Analysis of OCR’s Factor and Sales Promotion on E-commerce. Journal of Economics, Business, and Government Challenges, 3(2), 127–132. https://doi.org/10.33005/ebgc.v3i2.127

Widiarini, A. D. (2023). Capai Rp 718 Triliun, Shopee Catatkan Rekor Transaksi Penjualan Tertinggi pada 2022. https://money.kompas.com/read/2023/07/07/100300926/capai-rp-718-triliun-shopee-catatkan-rekor-transaksi-penjualan-tertinggi-pada?page=all.%0A

Wirayanthy, N., & Santoso, S. (2019). Pengaruh Harga, Citra Merek Dan Kualitas Terhadap Minat Beli Produk Private Label. Биохимия, 84(10), 1511–1518. https://doi.org/10.1134/s0320972519100129