Pengaruh Kemudahan Transaksi dan Nilai Produk Terhadap Keputusan Pembelian Online (Survey Pada Konsumen Shopee)
Keywords:
Ease of Transaction, Product Value, Online Purchase Decision
Abstract
Kemajuan inovatif saat ini mendukung kegiatan bisnis online atau kegiatan bisnis melalui media elektronik. Dibandingkan dengan kerangka kerja biasa, penjualan online lebih kuat dan produktif. Keunikan bisnis saat ini dalam bisnis internet adalah Shopee. Pada tahun 2018 Shopee telah memperluas posisinya dalam jumlah pengunjung per kuartal dan telah menjadi aplikasi paling terkenal di AppStore dan PlayStore. Penelitian ini bertujuan untuk mengetahui faktorfaktor yang mempengaruhi pembelian online pada konsumen Shopee di Makassar. Pemeriksaan..sampel memakai..teknik purposive random sampling. Jumlah banyak sampel adalah 96 konsumen Shopee yang berdomisili di Makassar. Informasi sampel data dianalisis menggunakan PLS-SEM (Partial Least Square – Structural Equation Modeling) dengan memakai perangkat/aplikasi SmartPLS. Hasil data penelitian menunjukkan bahwa kemudahan transaksi berpengaruh positif namun tidak signifikan terhadap keputusan pembelian online sedangkan nilai produk berpengaruh positif dan signifikan terhadap keputusan pembelian online.
References
Aral, S., Dellarocas, C., & Godes, D. (2013). Social media and business transformation: A Framework for research. Information Systems Research, 24(1), 3–13. https://doi.org/10.1287/isre.1120.0470
Cahyono, Y. T., & Wibawani, I. D. (2021). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Hubusintek, 1(1), 867–874.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(March), 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Dinev, T., & Hu, Q. (2007). The centrality of awareness in the formation of user behavioral intention toward protective information technologies. Journal of the Association for Information Systems, 8(7), 386–408. https://doi.org/10.17705/1jais.00133
Ghozali, & Latan. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed., Vol. 1). Badan Penerbit Universitas Diponegoro.
Gozhali, I. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
HALIK, J. B., PARAWANSA, D. A. S., SUDIRMAN, I., & JUSNI, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs TT - Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구(JDS), 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Kartiwi, M., & MacGregor, R. C. (2007). Electronic Commerce Adoption Barriers in Small to Medium-Sized Enterprises (SMEs) in Developed and Developing Countries. Journal of Electronic Commerce in Organizations, 5(3), 35–51. https://doi.org/10.4018/jeco.2007070103
Kotler & Keller. (2009). Manajemen Pemasaran (XIII). Erlangga.
Kotler, P. (2018). Manajemen Pemasaran (J. Purba (ed.); 12th ed.). PT. INDEKS.
Lestari, N. A., & Iriani, S. S. (2018). Pengaruh Kepercayaan Dan Kemudahan Transaksi Terhadap Keputusan Pembelian Secara Online Pada Situs Mataharimall.Com. Jurnal Ilmu Manajemen, 6(1), 1–8. file:///C:/Users/Vivobook/Downloads/22568-Article Text-26577-1-10-20180118.pdf
Lipizzi, C., Iandoli, L., & Marquez, J. E. R. (2016). Combining structure, content and meaning in online social networks: The analysis of public’s early reaction in social media to newly launched movies. Technological Forecasting and Social Change, 109, 35–49. https://doi.org/10.1016/j.techfore.2016.05.013
Patandean, E. H. (2023). The Influence of Digital Marketing and Campus Image on Student Decisions to Choose to Study at UKI Paulus Makassar. JOURNAL OF ENTREPRENEUR, BUSINESS, AND MANAGEMENT, 1(2), 367–377. https://doi.org/10.37531/jebm.v1i2.53
Rumanti, A. A., Rizana, A. F., Septiningrum, L., Reynaldo, R., & Isnaini, M. M. (2022). Innovation Capability and Open Innovation for Small and Medium Enterprises (SMEs) Performance: Response in Dealing with the COVID-19 Pandemic. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105874
Setyarko, Y. (2016). Analisis Persepsi Harga, Promosi, Kualitas Pelayanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online. Ekonomika Dan Manajemen, 5(2), 128–147.
Shafa, P. M., & Jusuf, J. (2020). PENGARUH HARGA, ULASAN PRODUK, DAN METODE PEMBAYARAN TERHADAP KEPUTUSAN PEMBELIAN DALAM BERBELANJA ONLINE MELALUI APLIKASI SHOPEE (Studi Kasus Pada Pengguna Aplikasi Shopee Di Bekasi) [Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta]. http://repository.stei.ac.id/1540/
Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business and Industrial Marketing, 32(7), 1009–1019. https://doi.org/10.1108/JBIM-06-2016-0122
Singarimbun, M & Effendi, S. (2008). Metode Penelitian Survei. LP3ES.
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour Duangruthai Voramontri * and Leslie Klieb. Int. J. Information and Decision Sciences, 11(3), 209–233. https://www.inderscience.com/jhome.php?jcode=ijids
Widyanita, F. A. (2018). ANALISIS PENGARUH KUALIATAS PELAYANAN E-COMMERCE TERHADAP KEPUASAN KONSUMEN SHOPEE INDONESIA PADA MAHASISWA FAKULTAS EKONOMI UII PENGGUNA SHOPEE. Universitas Islam Indonesia, 3(2), 99–109.
Young Kim, E., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38(7), 883–897. https://doi.org/10.1108/03090560410539302
Cahyono, Y. T., & Wibawani, I. D. (2021). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Hubusintek, 1(1), 867–874.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(March), 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Dinev, T., & Hu, Q. (2007). The centrality of awareness in the formation of user behavioral intention toward protective information technologies. Journal of the Association for Information Systems, 8(7), 386–408. https://doi.org/10.17705/1jais.00133
Ghozali, & Latan. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed., Vol. 1). Badan Penerbit Universitas Diponegoro.
Gozhali, I. (2015). Partial Least Squares, Konsep Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
HALIK, J. B., PARAWANSA, D. A. S., SUDIRMAN, I., & JUSNI, J. (2023). Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs TT - Implications of IT Awareness and Digital Marketing to Product Distribution on the Performance of Makassar SMEs. 유통과학연구(JDS), 21(7), 105–116. https://doi.org/10.15722/jds.21.07.202307.105
Halik, J., Halik, M., Nurlia, N., Hardiyono, H., & Alimuddin, I. (2021). The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City. ICONEBS 2020: Proceedings of the First International Conference on Economics, Business and Social Humanities, 84. https://doi.org/10.4108/eai.4-11-2020.2304613
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Kartiwi, M., & MacGregor, R. C. (2007). Electronic Commerce Adoption Barriers in Small to Medium-Sized Enterprises (SMEs) in Developed and Developing Countries. Journal of Electronic Commerce in Organizations, 5(3), 35–51. https://doi.org/10.4018/jeco.2007070103
Kotler & Keller. (2009). Manajemen Pemasaran (XIII). Erlangga.
Kotler, P. (2018). Manajemen Pemasaran (J. Purba (ed.); 12th ed.). PT. INDEKS.
Lestari, N. A., & Iriani, S. S. (2018). Pengaruh Kepercayaan Dan Kemudahan Transaksi Terhadap Keputusan Pembelian Secara Online Pada Situs Mataharimall.Com. Jurnal Ilmu Manajemen, 6(1), 1–8. file:///C:/Users/Vivobook/Downloads/22568-Article Text-26577-1-10-20180118.pdf
Lipizzi, C., Iandoli, L., & Marquez, J. E. R. (2016). Combining structure, content and meaning in online social networks: The analysis of public’s early reaction in social media to newly launched movies. Technological Forecasting and Social Change, 109, 35–49. https://doi.org/10.1016/j.techfore.2016.05.013
Patandean, E. H. (2023). The Influence of Digital Marketing and Campus Image on Student Decisions to Choose to Study at UKI Paulus Makassar. JOURNAL OF ENTREPRENEUR, BUSINESS, AND MANAGEMENT, 1(2), 367–377. https://doi.org/10.37531/jebm.v1i2.53
Rumanti, A. A., Rizana, A. F., Septiningrum, L., Reynaldo, R., & Isnaini, M. M. (2022). Innovation Capability and Open Innovation for Small and Medium Enterprises (SMEs) Performance: Response in Dealing with the COVID-19 Pandemic. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105874
Setyarko, Y. (2016). Analisis Persepsi Harga, Promosi, Kualitas Pelayanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online. Ekonomika Dan Manajemen, 5(2), 128–147.
Shafa, P. M., & Jusuf, J. (2020). PENGARUH HARGA, ULASAN PRODUK, DAN METODE PEMBAYARAN TERHADAP KEPUTUSAN PEMBELIAN DALAM BERBELANJA ONLINE MELALUI APLIKASI SHOPEE (Studi Kasus Pada Pengguna Aplikasi Shopee Di Bekasi) [Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta]. http://repository.stei.ac.id/1540/
Shaltoni, A. M. (2017). From websites to social media: exploring the adoption of internet marketing in emerging industrial markets. Journal of Business and Industrial Marketing, 32(7), 1009–1019. https://doi.org/10.1108/JBIM-06-2016-0122
Singarimbun, M & Effendi, S. (2008). Metode Penelitian Survei. LP3ES.
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour Duangruthai Voramontri * and Leslie Klieb. Int. J. Information and Decision Sciences, 11(3), 209–233. https://www.inderscience.com/jhome.php?jcode=ijids
Widyanita, F. A. (2018). ANALISIS PENGARUH KUALIATAS PELAYANAN E-COMMERCE TERHADAP KEPUASAN KONSUMEN SHOPEE INDONESIA PADA MAHASISWA FAKULTAS EKONOMI UII PENGGUNA SHOPEE. Universitas Islam Indonesia, 3(2), 99–109.
Young Kim, E., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European Journal of Marketing, 38(7), 883–897. https://doi.org/10.1108/03090560410539302
Published
2023-12-10
How to Cite
Jaya, A., Lintang, J., Mongan, C. J., & Munda, J. E. (2023). Pengaruh Kemudahan Transaksi dan Nilai Produk Terhadap Keputusan Pembelian Online (Survey Pada Konsumen Shopee). Journal of Marketing Management and Innovative Business Review, 1(1), 25-34. https://doi.org/10.63416/mrb.v1i1.170
Section
Articles
Copyright (c) 2023 MARIOBRE : Journal of Marketing Management and Innovative Business Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
COPYRIGHT NOTICE
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution (CC BY)
