Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian di E-Commerce Shopee : Studi Kasus Pada Mahasiswa di Kota Jambi

Hansen Rusliani; Syamsuddin Syamsuddin; Merdiana Ferdila

doi:10.61132/lokawati.v2i3.868

Authors

Hansen Rusliani UIN Sultan Thaha Saifuddin Jambi
Syamsuddin Syamsuddin UIN Sultan Thaha Saifuddin Jambi
Merdiana Ferdila UIN Sultan Thaha Saifuddin Jambi

DOI:

https://doi.org/10.61132/lokawati.v2i3.868

Keywords:

Price, Product Quality, Promotion, Purchase Decision, Shopee

Abstract

This research aims to determine the influence of price, product quality and promotion on purchasing decisions at Shopee e-commerce. This research uses a quantitative approach with data collection methods through primary data, questionnaires and documentation. The population of this research are students at 10 universities in Jambi City and are Shopee e-commerce users. The total sample was 100 respondents. The sampling method uses a purposive sampling technique, namely a sampling technique using certain considerations that are in accordance with the researcher's objectives. The test used is multiple linear regression analysis; normality test, multicollinearity test and heteroscedasticity test. Test the hypothesis using the F Test and T Test. The results of data analysis can be concluded that partially (T test), the price variable (X1) has a significant effect on purchasing decisions (Y), the product quality variable (X2) has no effect on purchasing decisions (Y) and the promotion variable (X3) has an effect significant to purchasing decisions (Y). Simultaneously (F test) shows that the independent variables price, product quality and promotion simultaneously have a positive and significant effect on purchasing decisions.

References

Buku:

Effendi, Usman. Psikologi Konsumen. Jakarta: PT Raja Grafindo Persada, 2016. Firmansyah, Anang. Perilaku Konsumen: Sikap dan Pemasaran. Yogyakarta:

Deepublish, 2018.

Kotler, Philip, dan Gary Armstrong. Principle Of Marketing 15th Edition. New Jersey: Pearson Prentice Hall, 2009.

Kotler, Philip. Manajemen Pemasaran. Jakarta: Erlangga, 1995.

Kotler, Philip. Manajemen Pemasaran. Jakarta: PT. Prenhallindo, 2000. Lemeshow, Stanley. Besar Sampel dalam Penelitian Kesehatan. Yogyakarta: Gadjah Mada University Press, 1997.

Lupiyoadi, Rambat. Manajemen Pemasaran Jasa Teori dan Praktek. Depok: Salemba Empat, 2001.

Sugiyono. Metode Penelitian Kuantitatif dan R&D. Alfabeta, 2012.

Artikel Jurnal:

Abbas, Firdayanti. “Pengaruh Marketing Mix Terhadap Kepuasan Konsumen (Pada Home Industry Moshimoshi Cake Samarinda).” Jurnal Administrasi Bisnis 8, no. 3 (2020): 246. Accessed October 12, 2023. https://e- journals.unmul.ac.id/index.php/jadbis/article/view/3797

Arianto dan Giovanni. “Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian.” Jurnal Pemasaran: Kompetitif 3, no. 2 (Februari, 2020): 20. Accessed October 5, 2023. Accessed November 11, 2023. http://openjournal.unpam.ac.id/index.php/JPK/article/view/18521

Ashari, Pasha, Hardiyono, dan Fadilah Aswar, “Analisis Pengaruh Citra Merek, Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung di Makassar.” Jurnal Mandar 3, no. 1 (Desember, 2020):26. Accessed November 5, 2023.https://ojs.unsulbar.ac.id/index.php/mandar/article/view/864

Balhmar, Muhammad Ahnaf. “Pengaruh Harga, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian di E-Commerce Shopee.” Jurnal Ilmu dan Riset Manajemen 10, no. 10 (Oktober, 2021): 2. Accessed November 12, 2023. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4344

Chaerudin, Satria Mulia, dan Afriapoll Syafarudin. “The Effect of Product Quality, Service Quality, Price On Product Purchasing Decisions on Consumer Satisfaction.” IJTC 2, no. 1 (Januari, 2021): 67. Accessed September1, 2023. https://www.ilomata.org/index.php/ijtc/article/view/202

Gunarsih, Magdalena Cindy, Johny A. F. Kalangi, dan Lucky F. Tamengkel. “Pengaruh Harga Terhadap Keputusan Pembelian Konsumen di Toko Pelita Jaya Buyungon Amurang.” Jurnal Productivity 2, no. 1 (2021): 72. Accessed August 3, 2023. https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/32911

Hariyanti, Novi Tri, dan Alexander Wirapraja. “Pengaruh Influencer Marketing sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur).” Jurnal Eksekutif 15 no. 1 (Juni, 2018), 138. Accessed November 19, 2023. https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/172

Lulu Nafisah dan Rohmad Prio Santoso, “Pengaruh E-commerce, Harga dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Hasyim Asy’ari,” BIMA: Jurnal of Bussiness and Innovation Management 5, no. 1 (Oktober, 2022): 77. Accesed October 13, 2023.https://ejournal.unhasy.ac.id/index.php/bima/issue/view/354

Milano, Alyssa, Agus Sutardjo, dan Rizka Hadya. “Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Pengambilan Keputusan Pembelian Baju Batik di Toko Florensia Kota Sawahlunto.” Jurnal Matua 3, no. 1 (Maret, 2021): 22. Accesed August 22, 2023. https://ejurnal- unespadang.ac.id/index.php/MJ/article/download/266/259

Nabella, Diana Septa. "Improve Consumer Purchasing Decisions Through Quality of Service, Promotion and Quality of Information at PT. Ng Tech Supplies.” International Journal of Science, Technology & Management 2 no. 3 (27 Mei, 2021): 885. Accesed November 10, 2023. https://ijstm.inarah.co.id/index.php/ijstm/article/view/210

Nasution, Asrizal Efendy, dan Muhammad Taufik Lesmana. “Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Alfamart di Kota Medan).” Prosiding Seminar Nasional Vokasi Indonesia 1, no. 1 (2018): 86. Accessed November 1, 2023. https://scholar.google.co.id/scholar?oi=bibs&cluster=40475419787836872 52&btnI=1&hl=id

Nurhadi, “Manajemen Strategi Pemasaran Bauran (Marketing Mix) Perspektif Ekonomi Syariah,” Human Falah: Jurnal Ekonomi dan Bisnis Islam 6, no. 2 (Desember, 2019): 148. Accessed November 3, 2023. Accessed October 24,2023. https://jurnal.uinsu.ac.id/index.php/humanfalah/article/viewFile/4811/2863

Salmah, Ninin Non Ayu. “Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Kosmetika Sari Ayu Pada Toko La Tahzan Palembang.” Jurnal Media Wahana Ekonomika 12, no. 1 (April, 2015): 2. Accessed November 11,2023.https://jurnal.univpgripalembang.ac.id/index.php/Ekonomika/article/download/3301/3052

Saputri, Marheni Eka. “Pengaruh Perilaku Konsumen Terhadap Pembelian Online Produk Fashion Pada Zalora Indonesia.” Jurnal Sosioteknologi 15, no. 2 (Agustus, 2016): 292. Accessed November 7, 2023. https://scholar.google.com/scholar?oi=bibs&cluster=15996242676995470 432&btnI=1&hl=id

Supriyadi, Wahyu Wiyani, dan Ginanjar Indra Kesuma Nugraha. “Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian (Studi pada Mahasiswa Pengguna Produk Sepatu Converse di Fisip Universitas Merdeka Malang).” Jurnal Bisnis dan Manajemen 4, no. 1 (Januari, 2017):82.AccessedNovember 7, 2023. https://jurnal.unmer.ac.id/index.php/jbm/article/view/1714

Wangarry, L, Altje Tumbel, dan Merlyn M. Karuntu. “Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor di PT. Hasjrat Abadi Ranotana.” Jurnal EMBA 6, no. 4 (September, 2018): 2065. Accessed September 3, 2023. https://ejournal.unsrat.ac.id/index.php/emba/article/view/20935

Undang-Undang:

Indonesia, Republik. Undang-Undang Republik Indonesia: Nomor 19 Tahun 2016 Tentang Informasi dan Transaksi Elektronik. Nomor 19 Tahun 2016. Vol. 19, 2016.