KEPUTUSAN PEMBELIAN KONSUMEN GENDER PRIA DI E-COMMERCE
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kemudahan penggunaan, promosi, harga, kepercayaan dan online customer review terhadap keputusan pembelian konsumen pria di e-commerce shopee. Jenis penelitian ini merupakan penelitian asosiatif. Pengambilan sampel dalam penelitian ini menggunakan teknik nonprobability sampling dengan jumlah sampel sebanyak 190 responden yang diambil menggunakan rumus hair. Metode analisis data dalam penelitian ini menggunakan partial least square (PLS). Hasil penelitian menunjukan variabel kemudahan penggunaan, promosi, harga dan kepercayaan berpengaruh terhadap variabel keputusan pembelian konsumen pria di e-commerce shopee. Variabel online customer review tidak berpengaruh terhadap keputusan pembelian konsumen pria di e-commerce shopee.
References
Jurnal :
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Astuti, C. C. (2021). PLS-SEM Analysis to Know Factors Affecting The Interest of Buying Halal Food in Muslim Students. Jurnal Varian. https://journal.universitasbumigora.ac.id/index.php/Varian/article/view/1141
Bima, I., Nurfarida, I. N., & Sarwoko, E. (2021). Determinan keputusan pembelian di Shopee: Online customer review, brand image dan promosi. … and Business Review). https://ejournal.unikama.ac.id/index.php/mbr/article/view/5554
Bintarti, S., Wicaksana, P. S. I., & Sari, R. (2022). The Effect Of Product Quality, Product Variation And Promotion Towards The Purchase Decision Of Viva Cosmetics. Jurnal Ekonomi. http://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/280
Denaputri, A., & Usman, O. (2019). Effect of perceived trust, perceived security, perceived usefulness and perceived ease of use on customers’ intention to use mobile payment. … Usefulness and Perceived Ease of Use …. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3511632
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Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic. In Systematic Reviews in Pharmacy. sysrevpharm.org. https://www.sysrevpharm.org/articles/analysis-of-perceived-usefulness-perceived-ease-of-use-and-perceived-risk-toward-online-shopping-in-the-era-of-covid19-p.pdf
Istiqomah, I., Hidayat, Z., & Jariah, A. (2019). Analisis pengaruh kepercayaan, iklan dan persepsi resiko terhadap keputusan pembelian di situs Shopee di Kota Lumajang. Proceedings …. http://proceedings.itbwigalumajang.ac.id/index.php/progress/article/view/206
Juliana, J., Djakasaputra, A., Pramono, R., & ... (2021). … , Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use of …. Journal Of Critical …. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3870524
Kamila, H. N., & Usman, O. (2021). Effect of Promotion, Ease of Use & Consumer Confidence on Online Purchasing Decisions at Shopee. papers.ssrn.com. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3768103
Lin, X., Featherman, M., Brooks, S. L., & Hajli, N. (2019). Exploring gender differences in online consumer purchase decision making: An online product presentation perspective. Information Systems Frontiers. https://link.springer.com/article/10.1007/s10796-018-9831-1
Mahliza, F. (2020). Consumer trust in online purchase decision. In EPRA International Journal of …. karyailmiah1.mercubuana.ac.id. http://karyailmiah1.mercubuana.ac.id/wp-content/uploads/2021/06/B2-1.pdf
Maia, C. R., Lunardi, G. L., Dolci, D., & ... (2020). Competitive price and trust as determinants of purchase intention in social commerce. In BAR-Brazilian …. SciELO Brasil. https://www.scielo.br/j/bar/a/LCwmthgRmvSBVwXW8hZjqXQ
Mbete, G. S., & 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. In Jurnal …. download.garuda.kemdikbud.go.id. http://download.garuda.kemdikbud.go.id/article.php?article=1727118\&val=12554\&title=EFFECT%20OF%20EASINESS%20SERVICE%20QUALITY%20PRICE%20TRUST%20OF%20QUALITY%20OF%20INFORMATION%20AND%20BRAND%20IMAGE%20OF%20CONSUMER%20PURCHASE%20DECISION%20ON%20SHOPEE%20ONLINE%20PURCHASE
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Pratama, Y. E., Sudarwati, S., & ... (2019). Keputusan Pembelian Online Melalui Aplikasi Shopee Di Surakarta Ditinjau Dari Kualitas Layanan, Online Customer Review Dan Kepercayaan. Jurnal Ilmiah Edunomika. http://jurnal.stie-aas.ac.id/index.php/jie/article/view/665
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Santosa, A. D., Bintari, V. I., & Hamzah, R. A. (2019). Peran Kepercayaan dan Brand Image Dalam Pengambilan Keputusan Pembelian Secara Online di Instagram. Jurnal Ekonomi Manajemen. http://jurnal.unsil.ac.id/index.php/jem/article/view/856
Senduk, I. F. A., Tulung, J. E., & Arie, F. V. (2021). The Effect of Brand Image, Price Perception, and Promotion on Purchase Decision at Pizza Hut in Manado. Jurnal EMBA: Jurnal Riset …. https://ejournal.unsrat.ac.id/index.php/emba/article/view/37141
Shaouf, A. A., & Lu, K. (2022). establishing Trust in e-Commerce Through website design elements: The Moderating Role of Gender. In International Journal of Technology and Human …. igi-global.com. https://www.igi-global.com/article/establishing-trust-in-e-commerce-through-website-design-elements/297615
Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna …. Diponegoro Journal of …. https://ejournal3.undip.ac.id/index.php/djom/article/view/32431
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Solihin, D. (2020b). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel …. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan …. http://jurnalmandiri.com/index.php/mandiri/article/view/99
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Suleman, D., Sabil, S., Rusiyati, S., Sari, I., & ... (2021). Exploring the relationship between trust, ease of use after purchase and switching re-purchase intention. … Journal of Data and …. http://m.growingscience.com/beta/ijds/4959-exploring-the-relationship-between-trust-ease-of-use-after-purchase-and-switching-re-purchase-intention.html
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https://databoks.katadata.co.id/datapublish/2022/02/14/daftar-negara-paling-sering-belanja-online-indonesia-peringkat-ke-5
https://www.suaramerdeka.com/ekonomi/pr-043826353/e-commerce-bikin-pria-lebih-sering-belanja-online-daripada-perempuan
…, Djakasaputra, A., Pramono, R., & Hulu, E. (2021). … , Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use of …. … Of Critical Reviews. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3870524
Acelian, R. M., & Basri, H. A. (2021). Analysis of Sales Promotion, Perceived Ease of Use and Security on Consumer Decisions to Use DANA Digital Wallet. In Int. J. Innov. Sci. Res. Technol. ijisrt.com. https://ijisrt.com/assets/upload/files/IJISRT21JAN622.pdf
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Anjani, K. P. D., Wimba, I. G. A., & ... (2021). Pengaruh Kepercayaan Konsumen Dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT. Warisan Eurindo Di Dalung, Kerobokan, Kedonganan. WidyaAmrita: Jurnal …. https://ejournal.unhi.ac.id/index.php/widyaamrita/article/view/1155
Astuti, C. C. (2021). PLS-SEM Analysis to Know Factors Affecting The Interest of Buying Halal Food in Muslim Students. Jurnal Varian. https://journal.universitasbumigora.ac.id/index.php/Varian/article/view/1141
Bima, I., Nurfarida, I. N., & Sarwoko, E. (2021). Determinan keputusan pembelian di Shopee: Online customer review, brand image dan promosi. … and Business Review). https://ejournal.unikama.ac.id/index.php/mbr/article/view/5554
Bintarti, S., Wicaksana, P. S. I., & Sari, R. (2022). The Effect Of Product Quality, Product Variation And Promotion Towards The Purchase Decision Of Viva Cosmetics. Jurnal Ekonomi. http://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/280
Denaputri, A., & Usman, O. (2019). Effect of perceived trust, perceived security, perceived usefulness and perceived ease of use on customers’ intention to use mobile payment. … Usefulness and Perceived Ease of Use …. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3511632
Dwitama, F. (2021). The Influence Of Product Quality, Price, Brand Image And Promotion On The Purchase Decision Of Xiaomi Smartphone Products In Depok City. In International Journal of Science, Technology & …. scholar.archive.org. https://scholar.archive.org/work/nfm2ujurcbbarfdkewstfpmgua/access/wayback/https://ijstm.inarah.co.id/index.php/ijstm/article/download/411/371
Fatma, N., Irfan, N. F., & Latiep, I. F. (2021). Analisis Keputusan Pembelian Produk Menggunakan Persepsi Harga Dan Kualitas Produk. SEIKO: Journal of …. https://journal.stieamkop.ac.id/index.php/seiko/article/view/1674
Firmansyah, F. (2021). Influence of product quality, price, and promotion on purchase decision of Philips Products. Jurnal Ekonomi LLDIKTI Wilayah 1 (JUKET). https://lldikti1.kemdikbud.go.id/jurnal/index.php/juket/article/view/47
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & ... (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business …. https://www.sciencedirect.com/science/article/pii/S0148296321009553
Gunawan, F., Ali, M. M., & Nugroho, A. (2019). Analysis of the effects of perceived ease of use and perceived usefulness on consumer attitude and their impacts on purchase decision on PT Tokopedia in …. European Journal of Business and …. https://ejbmr.org/index.php/ejbmr/article/view/100
Hadi, T. S., Kismawadi, E. R., Chalil, R. D., & ... (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBAYARAN NON TUNAI PADA E-COMMERCE. Jurnal Ilmu Keuangan …. https://ojs.unikom.ac.id/index.php/jika/article/view/6036
Hermiyenti, S., & Wardi, Y. (2019). A literature review on the influence of promotion, price and brand image to purchase decision. 2nd Padang International Conference on …. https://www.atlantis-press.com/proceedings/piceeba2-18/125907916
Hidayat, A., Wijaya, T., Ishak, A., & Catyanadika, P. E. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information. https://www.mdpi.com/2078-2489/12/4/145
Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic. In Systematic Reviews in Pharmacy. sysrevpharm.org. https://www.sysrevpharm.org/articles/analysis-of-perceived-usefulness-perceived-ease-of-use-and-perceived-risk-toward-online-shopping-in-the-era-of-covid19-p.pdf
Istiqomah, I., Hidayat, Z., & Jariah, A. (2019). Analisis pengaruh kepercayaan, iklan dan persepsi resiko terhadap keputusan pembelian di situs Shopee di Kota Lumajang. Proceedings …. http://proceedings.itbwigalumajang.ac.id/index.php/progress/article/view/206
Juliana, J., Djakasaputra, A., Pramono, R., & ... (2021). … , Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use of …. Journal Of Critical …. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3870524
Kamila, H. N., & Usman, O. (2021). Effect of Promotion, Ease of Use & Consumer Confidence on Online Purchasing Decisions at Shopee. papers.ssrn.com. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3768103
Lin, X., Featherman, M., Brooks, S. L., & Hajli, N. (2019). Exploring gender differences in online consumer purchase decision making: An online product presentation perspective. Information Systems Frontiers. https://link.springer.com/article/10.1007/s10796-018-9831-1
Mahliza, F. (2020). Consumer trust in online purchase decision. In EPRA International Journal of …. karyailmiah1.mercubuana.ac.id. http://karyailmiah1.mercubuana.ac.id/wp-content/uploads/2021/06/B2-1.pdf
Maia, C. R., Lunardi, G. L., Dolci, D., & ... (2020). Competitive price and trust as determinants of purchase intention in social commerce. In BAR-Brazilian …. SciELO Brasil. https://www.scielo.br/j/bar/a/LCwmthgRmvSBVwXW8hZjqXQ
Mbete, G. S., & 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. In Jurnal …. download.garuda.kemdikbud.go.id. http://download.garuda.kemdikbud.go.id/article.php?article=1727118\&val=12554\&title=EFFECT%20OF%20EASINESS%20SERVICE%20QUALITY%20PRICE%20TRUST%20OF%20QUALITY%20OF%20INFORMATION%20AND%20BRAND%20IMAGE%20OF%20CONSUMER%20PURCHASE%20DECISION%20ON%20SHOPEE%20ONLINE%20PURCHASE
Pasi, L. N. K., & Sudaryanto, B. (2021). Analisis Pengaruh Online Customer Reviews dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Kepercayaan sebagai Variabel Intervening (Studi …. Diponegoro Journal of Management. https://ejournal3.undip.ac.id/index.php/djom/article/view/32369
Pratama, Y. E., Sudarwati, S., & ... (2019). Keputusan Pembelian Online Melalui Aplikasi Shopee Di Surakarta Ditinjau Dari Kualitas Layanan, Online Customer Review Dan Kepercayaan. Jurnal Ilmiah Edunomika. http://jurnal.stie-aas.ac.id/index.php/jie/article/view/665
Putri, N. A. R., & Iriani, S. S. (2019). Faktor-faktor yang memengaruhi keputusan pembelian melalui e-commerce Shopee. Jurnal Komunika: Jurnal Komunikasi …. http://jurnal.kominfo.go.id/index.php/komunika/article/view/2391
Rachmawati, I. K., Hidayatullah, S., & ... (2020). The effect of consumer confidence on the relationship between ease of use and quality of information on online purchasing decisions. In … Journal of Scientific …. researchgate.net. https://www.researchgate.net/profile/Syarif-Hidayatullah-5/publication/341180595_The_Effect_Of_Consumer_Confidence_On_The_Relationship_Between_Ease_Of_Use_And_Quality_Of_Information_On_Online_Purchasing_Decisions/links/5eb2a80f45851523bd464a5e/The-Effect-Of-Consumer-Confidence-On-The-Relationship-Between-Ease-Of-Use-And-Quality-Of-Information-On-Online-Purchasing-Decisions.pdf
Rahmawati, I. (n.d.). ANALISIS PENGARUH MARKETING MIX (PRODUCT, PRICE, PLACE, PROMOTION) TERHADAP KEPUTUSAN PEMBELIAN FREMILT THAI TEA DI KOTA …. Agrista. https://jurnal.uns.ac.id/agrista/article/view/58744
Santosa, A. D., Bintari, V. I., & Hamzah, R. A. (2019). Peran Kepercayaan dan Brand Image Dalam Pengambilan Keputusan Pembelian Secara Online di Instagram. Jurnal Ekonomi Manajemen. http://jurnal.unsil.ac.id/index.php/jem/article/view/856
Senduk, I. F. A., Tulung, J. E., & Arie, F. V. (2021). The Effect of Brand Image, Price Perception, and Promotion on Purchase Decision at Pizza Hut in Manado. Jurnal EMBA: Jurnal Riset …. https://ejournal.unsrat.ac.id/index.php/emba/article/view/37141
Shaouf, A. A., & Lu, K. (2022). establishing Trust in e-Commerce Through website design elements: The Moderating Role of Gender. In International Journal of Technology and Human …. igi-global.com. https://www.igi-global.com/article/establishing-trust-in-e-commerce-through-website-design-elements/297615
Sianipar, F. A. H., & Yoestini, Y. (2021). Analisis Pengaruh Customer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk di Online Marketplace (Studi Pada Mahasiswa Pengguna …. Diponegoro Journal of …. https://ejournal3.undip.ac.id/index.php/djom/article/view/32431
Solihin, D. (2020a). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel …. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan …. http://jurnalmandiri.com/index.php/mandiri/article/view/99
Solihin, D. (2020b). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel …. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan …. http://jurnalmandiri.com/index.php/mandiri/article/view/99
Sudjatmika, F. V. (2017). Pengaruh harga, ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian secara online di Tokopedia. Com. Agora. http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/5227
Suleman, D., Sabil, S., Rusiyati, S., Sari, I., & ... (2021). Exploring the relationship between trust, ease of use after purchase and switching re-purchase intention. … Journal of Data and …. http://m.growingscience.com/beta/ijds/4959-exploring-the-relationship-between-trust-ease-of-use-after-purchase-and-switching-re-purchase-intention.html
Wardoyo, W., & Andini, I. (2017). Faktor-faktor yang berpengaruh terhadap keputusan pembelian secara online pada mahasiswa universitas Gunadarma. In Jurnal Manajemen Dayasaing. journals.ums.ac.id. https://journals.ums.ac.id/index.php/dayasaing/article/download/5101/3403
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Website :
https://databoks.katadata.co.id/datapublish/2022/02/14/daftar-negara-paling-sering-belanja-online-indonesia-peringkat-ke-5
https://www.suaramerdeka.com/ekonomi/pr-043826353/e-commerce-bikin-pria-lebih-sering-belanja-online-daripada-perempuan
Published
2023-12-02
How to Cite
Saputra, M., Sari, N., Wahyuningsih, Y., & Lislindawati, L. (2023). KEPUTUSAN PEMBELIAN KONSUMEN GENDER PRIA DI E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1527-1545. https://doi.org/10.31955/mea.v7i3.3558
Section
Articles
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