The Influence of Product Quality, Price and Social Media Marketing on Purchasing Decisions at Shopee E-Commerce (Survey of Students at the Faculty of Economics, Bhayangkara University, Jakarta)
Keywords:
Product, Price, Sosial Media Marketing, Purchasing DecisionAbstract
This research aims to investigate the influence of product quality, price, and marketing via social media on purchasing decisions on the Shopee e-commerce platform. This research focuses on students from the Faculty of Economics and Business, Bhayangkara University, Jakarta as respondents, with the aim of understanding their purchasing behavior in the context of e-commerce.
This research uses a survey method by adopting a questionnaire as a tool to collect information. The respondents sampled in this research were students registered at the Faculty of Economics and Business, Bhayangkara University, Jakarta who actively made purchases via the Shopee platform. It is hoped that this research will provide an in-depth understanding of the elements that influence purchasing decisions on the Shopee e-commerce platform, especially among students within the Faculty of Economics and Business, Bhayangkara University, Jakarta. The practical implications of this research can help e-commerce platforms and businesses optimize their marketing strategies, improve product quality, and manage prices more effectively to attract consumers and influence purchasing decisions. In addition, this research also contributes to academic understanding of the dynamics of e-commerce and the factors that influence consumer behavior in a digital context.
References
Agustina, E., Lie, D., Nainggolan, N. T. (2019). Pengaruh Kualitas Produk dan Harga terhadap Kepuasan Pelanggan pada Percetakan Aneka Jaya Pematangsiantar. Maker Jurnal Manajemen, 5(1).
Alam, R. S., Hamid, R. S., Sapar. (2022). Pengaruh Komunikasi Pemasaran Digital, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Pada UMKM. Jurnal Manajemen dan Bisnis (Performa), 19 (01). https://ejournal.unisba.ac.id/index.php/performa/index
Andryusalfikri., Wahab, Z., Widiyanti, M. (2019). Effect of Trust, Quality of Products and Quality Services on Purchase Decisions on E-Commerce Shopee in Palembang City. International Journal of Management and Humanities (IJMH), 3(12).
Anwar, I. (2015). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ilmu dan Riset Manajemen, 4, (12).
As'ad, H. A., & Alhadid, A. Y. (2014). The impact of social media marketing on brand equity: An empirical study on mobile service providers in jordan. Review of Integrative Business and Economics Research, 3(1), 315-345.
Bimantara, I. M. W. & Heryanda, K. K. (2021). Peranan Media Sosial dan Harga Terhadap Keputusan Pembelian Jasa Rekaman di Demores Rumah Musik. Jurnal Pendidikan Ekonomi Undiksha, 13(1), 108-116 http://dx.doi.org/1 0.23887/jjpe.v13i 1.32312
Danish, M., Farmeena., Ehmer, M. (2014). Growing Importance of E-Commerce in Global Market. Information and Knowledge Management, 4(5), 48-51.
Devi, L. K. I. (2019). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus pada Mahasiswa di Surabaya).
Faulina, A. Dewi, R. S., Arif, E. (2021). Fenomena Online Shopping sebagai Gaya Hidup dan Strategi Pemberdayaan Ekonomi Umat Islam di Masa Pandemi Covid 19. Jurnal Pengembangan Masyarakat Islam, 12(1).
Gomes, S., Lopes, J. M. (022). Evolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugal. J. Theor. Appl. Electron. Commer. Res, 17, 909–923. https://doi.org/10.3390/jtaer17030047
Harahap, D. A. (2018). PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), 193-213. https://doi.org/10.21009/JRMSI.009.2.02
Magfira, N. (2019). Pengaruh Kualitas Barang Terhadap Keputusan Pembelian Pada Aplikasi Shopee (Studi Pada Mahasiswa Pendidikan Ekonomi Universitas Negeri Makassar).
Meutia, K. I., Hadita., Widjarnarko, W. (2021). Dampak Brand Image dan Harga Terhadap Keputusan Pembelian Produk Miniso. Journal of Technopreneurship on Economics and Business Review, 2(2).
Nanda, N. N. (2019). The Influence of E-Commerce, Product Prices and Product Design on Purchasing Decisions in Souvenir Shop Tauko Medan. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2(3).
Neti, S. (2011). Social Media And Its Role In Marketing. International Journal of Enterprise Computing and Business System,1(2).
Ningsih, S., Pradanawati, S. L. (2021). The Influence of Brand Image, Price and Promotion on Purchase Decision (Case Study on Gea Geo Store). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3).
Pauzi, M. R., Hadita., Dovina. (2023). Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Melalui Variabel Intervening Minat Beli Voucher Game Valorant (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bhayangkara Jakarta Raya). Jurnal Economica, 2(9).
Pradana, M. (2015). Klasifikasi Bisnis E-Commerce di Indonesia. MODUS, 27(2), 163-174.
Ravi, B., Kumar, S. S. (2021). Social Media Marketing: a Conceptual Study. IJRAR, 8(1). Sapitri, T., Rohandi, M. M. A. (2022). Pengaruh Kualitas Produk dan Social Media Marketing terhadap Keputusan Pembelian di Flashy Bandung Shop Bandung. Bandung Conference Series: Business and Management, 2(1). https://doi.org/10.29313/bcsbm.v2i1.239 Suarditini, D. (2023). Strategi Harga,Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Bakso dan Mie Ayam Pakde Kembar (Studi Dikantin Universitas Bhayangkara Jakarta Raya). Jurnal Kewirausahaan dan Manajemen Bisnis, 1(1). Walyoto, S., Sujarwati, S. (2022). Pengaruh Pemasaran Syariah Media Sosial, Kualitas Produk, Harga, dan Review Pelanggan Online Terhadap Keputusan Pembelian Produk Erigo. Jurnal Ilmiah Ekonomi Islam, 8(02), 2210-2220
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 IJESM Indonesian Journal of Economics and Strategic Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
