FAKTOR YANG MEMPENGARUHI PURCHASE DECISION KONSUMEN YANG MENGGUNAKAN PLATFORM TOKOPEDIA

  • Cavin Giovani Universitas Pelita Harapan, Jakarta
  • Margaretha Pink Berlianto Universitas Pelita Harapan, Jakarta

Abstract

Dengan teknologi yang semakin berkembang, dapat dilihat pengaruhnya terhadap gaya hidup masyarakat di seluruh dunia. Dimana pada saat ini salah satu gaya hidup yang paling dipengaruhi adalah cara masyarakat berbelanja yang semakin berubah dari berbelanja dalam tempat  menjadi berbelanja menggunakan e-commerce atau marketplace. Di Indonesia hal ini dapat dilihat dari berkembangnya marketplace seperti Tokopedia yang merupakan marketplace lokal. Namun tokopedia juga memiliki pesaing - pesaingnya, maka dari itu dalam penelitian ini akan diteliti mengenai berbagai faktor yang mempengaruhi konsumen untuk melakukan purchase decision di Tokopedia. Setelah dilakukan penelitian terhadap 254 responden, dan dianalisis menggunakan PLS SEM. Hasil yang didapatkan menunjukan bahwa faktor terpenting dalam melakukan purchase decision konsumen adalah brand image. Sedangkan faktor quality of service, price, trust, dan promotion tidak menjadi faktor yang signifikan bagi konsumen ketika melakukan purchase decision

References

Alwafi, R., & Magnadi, R. (2016). Pengaruh persepsi keamanan, kemudahan bertransaksi, kepercayaan terhadap toko dan pengalaman berbelanja terhadap minat beli secara online pada situs jual beli tokopedia. com. Diponegoro Journal of Management, 5(2), 134-148.
Abdillah, J., Ajijah, J., Nuryati, D., & Sudrajat, A. (2021). Pengaruh Gaya Hidup dan Promosi Terhadap Keputusan Penggunaan Dompet Digital DANA di Kabupaten Karawang. Jurnal Ilmiah MEA (Managemen, Ekonomi, dan Akuntansi), 447-463.
Akbar, R., Sularso, R., & Indraningrat, K. (2020). The Effect of Price, Ease of Transaction, Information Quality, Safety, and Trust on Online Purchase Decision. e-Journal Ekonomi Bisnis dan Akuntansi, 7(1), 77-81.
Altarifi, S., Al-Hawary, S., & Al Sakka, M. (2015). Determinants of E-Shopping and its effect on consumer purchasing decisions in Jordan. International Journal of Business and Social Science, 6(1).
Amanah, D., Hurriyati, R., Gaffar, V., Layla, A., & Harahap, D. (2018). Effect of price and product completeness to consumer purchase decision at Tokopedia. com. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship 2017, Vol. 1, pp. 34-37.
Anandita , F. B., & Saputra, S. D. (2015). Analisis Pengaruh Kepercayaan, Keamanan, Kualitas Pelayanan dan Persepsi Akan Resiko Terhadap Keputusan Pembelian Melalui Situs Jejaring Sosial. Jurnal Ekonomi dan Kewirausahaan, 203 - 210.
Andrew, M. (2019). E-Service Quality and Brand Image on Buying Interest A Study of E-Service Quality and Brand Image on Shopee. Jurnal Sekretaris dan Administrasi Bisnis , 23-38.
Anggita, R., & Ali, H. (2017). The Influence of Product Quality, Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin, 3(6), 261-272.
Anjani, R., & Siregar, S. (2021). Pengaruh Citra Merek dan Kepercayaan Terhadap Keputusan Pembelian Produk Multivitamin Enervon-C Pada Masa Pandemi COVID-19. Jurnal Ilmiah MEA (Management, Ekonomi, dan Akuntantsi), 396-412.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (n.d.). Impact of brand awareness and social media content marketing on consumer purchase decisions. Journal of Public Value and Administrative Insight, 2(2), 5-10.
Arsta, I., & Respati, N. (2021). The Effect Of Sales Promotion On Purchase Decisions Mediated By Brand Image (Study On E-Commerce Tokopedia In Bali) . American Journal of Humanities and Social Sciences Research (AJHSSR), 205-215.
Brata, B., 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. Saudi Journal of Business and Management Studies, 2(4), 357-374.
Cuong, D. (2021). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. Springer , 533-545.
Dapas, C., Sitorus, T., Purwanto, E., & Ihalau, J. (2019). The effect of service quality and website quality of zalora. Com on purchase decision as mediated by purchase intention. Calitatea, 20(169), 87-92.
Dewi, L., Oei, S., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. Doctoral dissertation, EDP Sciences.
Djatmiko, T., & Pradana, R. (2016). Brand image and product price; Its impact for Samsung smartphone purchasing decision. Procedia-Social and Behavioral Sciences, 219, 221-227.
Esau, E. (2015). Factors affecting consumer purchase decision on insurance product in PT. Prudential Life Assurance Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(3).
Firmansyah. (2021). Influence of product quality, price, and promotion on Purhase Decision of Philips Products. Jurnal Ekonomi LLDikti Wilayah 1 (JUKET), 26-36.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23. Edisi 8. . Semarang: Badan Penerbit Universitas Diponegoro.
Gunawan, F., Ali, M., & Nugroho, A. (2019). Analysis of the effects of perceived ease of use and perceived usefulness on consumer attitude and their impacts on purchase decisions on PT Tokopedia in Jabodetabek. European Journal of Business and Management Research, 4(5).
Hair, J., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–151.
Hanaysha, J. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. (2018). The effect of e-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112-127.
Haque, R., Mahmud, I., Hasan Sharif, M., Rayhan Kabir, S., Chowdhury, A., Akter, F., & Akhi, A. (2018, October). Modelling the role of C2C information quality on purchase decisions in Facebook. Springer , pp. 244-254.
Harjono. (2009). Mendayagunakan Internet. Yogyakarta: Pustaka Pelajar.
Haro, A., Oktaviana, D., Dewi, A., Anisa, W., & Suangkupon, A. (2020). The influence of brand image and service quality towards purchase intention and its impact on the purchase decision of Samsung smartphone. KnE Social Sciences, 329-336.
Herawati, H., Prajanti, S., & Kardoyo, K. (2019). Predicted purchasing decisions from lifestyle, product quality and price through purchase motivation. Journal of Economic Education, 8(1), 1-11.
Ilhamalimy, R., & Ali, H. (2021). Model perceived risk and trust: e-WOM and purchase intention (the role of trust mediating of online shopping of Shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204-221.
iPrice.com. (2022, August 28). Retrieved from Daftar 50 website & aplikasi e-commerce di Indonesia 2019 - iprice: https://iprice.co.id/insights/mapofecommerce/
Le, Q., Nguyen, L., & Pham, N. (2019). The impact of click and collect's service quality on customer emotion and purchase decision: A case study of Mobile World in Vietnam. The Journal of Asian Finance, Economics and Business, 6(1), 195-203.
Listyawati, I. (2016). Peran Penting Promosi dan Desain Produk Dalam Membangun Minat Beli Konsumen. Jurnal Bisnis, Manajemen, dan Akuntansi, 3(1).
Mahliza, F. (2020). Consumer trust in online purchase decisions. EPRA International Journal of Multidisciplinary Research (IJMR), 6(2), 142-149.
Maney, K., & Mathews, S. (2021). Study of the Impact of Lifestyle on Consumer Purchase Decision of Young Indians. AIMS International Journal of Management, 15(2), 89.
Mbete, G., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase . Jurnal Informatika Universitas Pamulang, 5(2), (100-110) .
Mishbakhudin, M., & Aisyah, M. (2022). The E-Marketing Mix Strategy of Tokopedia Salam during the Covid-19 Pandemic. International Research Journal of Business Studies, 14(3), 215-227.
Naumov, N. (2019). The impact of robots, artificial intelligence, and service automation on service quality and service experience in hospitality. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality. Emerald Publishing Limited.
Novansa, H., & Ali, H. (2017). Purchase decision model: Analysis of brand image, brand awareness and price (Case study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, 2(8), 621-632.
Nursiam, N., Yanissa, A., & Ariani, K. (2020). Simplicity, Price, Quality of Service and Safety Towards The Decision to Purchase Products Through Shopee. id Application. Riset Akuntansi dan Keuangan Indonesia, 5(1), 71-82.
Perera, C., Nayak, R., & Long, N. (2019). The Impact of electronic-word-of mouth on e-loyalty and consumers’ e-purchase decision making process: A Social media perspective. International Journal of Trade, Economics and Finance, 10(4), 85-91.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning.
Prasetyo, K. A. (2018). The Influence of Trust, Security and Service Quality toward Purchase Decision at Lazada. Journal of Research in Management, 1 (2), 18 - 22.
Rachmawati, D., Shukri, S., Azam, S., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), 1341-1348.
Ramadhani , D., & Prastiwi, A. (2020). Pengaruh Nilai Harga, Ulasan, Kemudahan, Keamanan, dan Rating Terhadap Keputusan Pembelian Secara Online di Shopee. Jurusan Akuntansi, FEB Universitas Brawijaya .
Ridwan, M., Militina, T., & Achmad, G. (2020). How Trust and Quality of Information Affect Buying Interest and Purchasing Decisions?(Study on Shopee Customers in Samarinda). International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01).
Rizki, Hidayat, G., & Rahma Devita, L. (2019). Pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian Pada E-Commerce Shopee Indonesia (Survei Pada Mahasiswa S1 Fakultas Ilmu Administrasi Universitas Brawijaya Angakatan 2015/2016 dan 2016/2017 Yang Membeli Barang Secara Online di E-Commerce. Jurnal Administrasi Bisnis, JAB, 49-56.
Rozieqy, A., & Arifin, R. (2018). Pengaruh Kemudahan, Kepercayaan, Kualitas Informasi dan Media Sosial Terhadap Keputusan Pembelian Secara Online Pada Shopee.co.id (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unisma. Jurnal Ilmiah Riset Managemen, 46-56.
Satriawan, K., & Setiawan, P. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT and Social Sciences, 7(3), 38-49.
Setyarko, Y. (2016). Analisis persepsi harga, promosi, kualitas layanan, dan kemudahan penggunaan terhadap keputusan pembelian produk secara online. Jurnal Ekonomika dan Manajemen, 5(2), 128-147.
Sinurat, V., & Ali, M. (2020). Analysis of E-Service Quality and Quality Information on Trust and Impact on Purchase Decision on Consumer Tokopedia (Case Study of Tokopedia Customers in Tangerang City) . International Journal of Innovative Science and Research Technology, 5(3); pp 538 - 548.
Sofyan, Y., & Andriyani, Y. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian Mobil Toyota Avanza Pada Auto 2000 Cabang Asia Afrika Bandung. Jurnal Ilmiah MEA (Management, Ekonomi, & Akuntansi), 1-21.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suhaily, L., & Darmoyo, S. (2017). Effect Of Product Quality, Perceived Price and Brand Image On Purchase Decision Mediated By Customer Trust (Study On Japanese Brand Electronic Product). Jurnal Manajemen, 21(2), 179-194.
Utomo, L., & Soesanto, H. (2022). Study of Service Quality Effect on Purchase Decision of Tamansari Cendekia Apartment Semarang. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(2), 10177-10186.
Wang, Y., Hernandez, M., & Minor, M. (2010). Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase tasks. Journal of Business Research, 63(9-10), 935-942.
Yasmin, A. (2017). Impact of brand image on consumers’ purchase decisions. International Journal of Research in Social Sciences, 7(10), 627-644.
Zhang, T., Wang, W., Cao, L., & Wang, Y. (2019). The role of virtual try-on technology in online purchase decision from consumers’ aspect.
Zhang, T., Wang, W., Cao, L., & Wang, Y. (2019). The role of virtual try-on technology in online purchase decision from consumers’ aspect.
Published
2022-12-26
How to Cite
Giovani, C., & Berlianto, M. P. (2022). FAKTOR YANG MEMPENGARUHI PURCHASE DECISION KONSUMEN YANG MENGGUNAKAN PLATFORM TOKOPEDIA. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(3), 2148-2170. https://doi.org/10.31955/mea.v6i3.2498