Toward the Best Model of Purchase Decision Through Online Store in Indonesia from the Lens of Price Perception, Service Quality and Marketing Communication
Muhamad Al Faruq Abdullah

Universitas MercuBuana, Faculty of Economics and Business, Jakarta-Indonesia, alfaruq1602[at]gmail.com

Abstract

This study aims to discuss the effect of purchasing decisions online in the marketplace. The object of research is a seller who has a good reputation and significant transactions in selling in Bukalapak e-commerce. The independent variables obtained from the preliminary survey results to the buyer are the perception of price, service quality, and marketing communication. This study uses SEM data analysis techniques and data processing using PLS. The population is e-commerce bukalapak customers who shop at Farqi Cellular stores, with a sample of around 162 respondents. The results of testing the data using SmartPLS 3.0 software found that the perception of price has a positive relationship and no significant effect, service quality and marketing communication have a positive relationship and have a significant effect on online purchasing decisions. With the R-square value (R2) = 0.729 shows that the ability of the independent variable (perception of price, service quality, marketing communication) in explaining the dependent variable variance (online purchase decision) is 72.9%. While the remaining 27.1% is explained by other factors outside the model.

Keywords: e-commerce, price perception, service quality, marketing communication, online purchasing decisions.

Topic: Marketing Management

Link: https://ifory.id/abstract-plain/gcMBkjHVL4RG

Web Format | Corresponding Author (Muhamad Al Faruq Abdullah)