Faktor di Balik Belanja Shopee: Mengungkap Kekuatan yang Mendorong Keputusan Pembelian
The Factors Behind Shopee Shopping: Exposing What Influences Purchase
Keywords:
Marketing Mix (4P), Purchasing DecisionAbstract
The purpose of this study was to examine the influence of Marketing Mix, Product, Price, Promotion and Place on Purchase Decisions at Shopee. This study uses a sample of residents of Solo Raya. The sample was selected using the non-probability sampling method, totaling 200 respondents by distributing questionnaires online using the Google Form. using a questionnaire method with a Likert scale. The analysis technique used is multiple linear regression assisted by the SPSS version 22.0 program. The results obtained in this study are that the product and price have a positive and insignificant effect on purchasing decisions at the shopee for residents in Solo Raya, while the place and promotion have a positive and significant effect on purchasing decisions at the shopee for residents of Solo Raya. Other results show that the purchase decision variable is influenced by the independent variable of 76.7% and the remaining 23.3% is influenced by variables outside the model
References
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Nasirun, N., & Noor, S. M. (2019). Role of Marketing Mix and Halal Certificate towards Purchase Intention of Agro Based Produks The Study of Waqf Participation in Malaysia View project. Internasional Journal of Modern Trends in Business Research (IJMTBR), 2(7), 37–46. https://www.researchgate.net/publication/332179874
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Parmana, P., Fahmi, I., & Nurrohmat, D. R. (2019). The Influence of Marketing Mix Factors in Keputusan pembelianfor Wooden Furniture Case of Furnimart Bogor. Indonesian Journal of Business and Entrepreneurship, 5(1), 54–64. https://doi.org/http://dx.doi.org/10.17358/IJBE.5.1.54
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Rama, A. (2019). The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs. IOSR Journal of Business and Management (IOSR-JBM), 21(5), 22–28. https://doi.org/10.9790/487X-2105022228
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Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Keputusan Pembelians. Jurnal Manajemen Bisnis, 11(2), 163–176. https://doi.org/10.18196/mb.11295
Abdelhady, M., & Fawzy, N. (2019). The Influence of Airlines’ Marketing Mix Elements on Passengers’ Purchasing Decision-Making: The Case of FSCs and LCCs. International Journal of Hospitality & Tourism Systems, 12(2), 1–16. https://www.researchgate.net/publication/332544844
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Ambarwati, R., Arijanti, S., & Jayanto, I. (2023). Pengaruh Brand Ambassador Idol Korea Dalam Mempromosikan Produk Serta Dampaknya Terhadap Keputusan Dan Minat Pembelian Di Indonesia (Literatur Review). Jurnal Bisnis Dan Manajemen West Science, 2(01), 39–50. https://doi.org/https://doi.org/10.58812/jbmws.v2i1.193
Andriyanto, L., Syamsiar, S., Widowati, I., Studi Agribisnis, P., & Pertanian, F. (2019). The Effect Analysis Of Marketing Mix (7P) On Keputusan Pembelian In Thiwul Ayu Mbok Sum. Jurnal Dinamika Sosial Ekonomi, 20(1), 26–38. https://doi.org/https://doi.org/10.31315/jdse.v20i1.3248.g2513
Asdar, M., & Munir, A. R. (2021). The Effect Of Trust And Harga On Keputusan Pembelians Through Brand Image As Intervening Variables (Case Study Of Shopee Users In Makassar City). Hasanuddin Journal of Applied Business and Entrepreneurship (HJABE), 4(1), 22–39. https://doi.org/10.26487/hjabe.v4i1.421
Asdi, & Halim Perdana Kusuma Putra, A. (2020). The Effect of Marketing Mix (4P) on Buying Decision: Empirical Study on Brand of Samsung Smartphone Produk. Point of View Research Management, 1(4), 121–130. https://journal.accountingpointofview.id/index.php/povrema
Asdi, & Kusuma, A. H. P. (2020). Point of View Research Management The Effect of Marketing Mix (4P) on Buying Decision: Empirical Study on Brand of Samsung Smartphone Produk. In Point of View Research Management (Vol. 1, Issue 4).
Daryanto, L. H., Hasiholan, L. B., & Seputro, A. (2019). The Influence Of Marketing Mix On The Decision To Purchase Martabak “Setiabudi” Pak Man Semarang. Journal of Management, 5(5), 1–7. https://jurnal.unpand.ac.id/index.php/MS/article/view/1281
Eganael Putra, Q., Jiwa Husada Tarigan, Z., Br Sitepu, R., & Kumar Singh, S. (2020). The Impact of Marketing Mix on the Consumer Keputusan Pembelian in the Surabaya - Indonesia Hotel Residence. SHS Web of Conferences, 76(01038), 1–8. https://doi.org/https://doi.org/10.1051/shsconf/20207601038
Fajaruddin, A., & Muhammad, R. M. (2022). The Effect Experiential Marketing Of Online Business On Consumption Behavior In Muslim Communities. Journal of Islamic Economics and Philanthropy (JIEP). E-ISSN, 05(02), 2655–335. https://doi.org/https://doi.org/10.21111/jiep.v5i2.5784
Hadi Brata, B., Husani, S., & Ali, H. (2017). Saudi Journal of Business and Management Studies The Influence of Quality Produks, Harga, Promosi, and Location to Produk Keputusan Pembelian on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 433–445. https://doi.org/10.21276/sjbms
Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer Keputusan Pembelian in the retail market. In International Journal of Service Science, Management, Engineering, and Technology (Vol. 12, Issue 6, pp. 56–72). IGI Global. https://doi.org/10.4018/IJSSMET.2021110104
Haryadi, I., & Shodiq, F. (2022). Marketing Mix Kantin Parklatz Unit Usaha Universitas Darussalam Gontor dalam Meningkatkan Minat Konsumen (Ditinjau dari Perspektif Islam). Journal of Islamic Economics and Philanthropy, 4(03), 1248–1259. https://doi.org/10.21111/jiep.v4i03.6575
Ibrahim, M., & Afif, M. (2020). Pengaruh Motivasi Dan Marketing Mix Islami Terhadap Keputusan Pembelian (Studi Kasus Waroeng Spesial Sambal SS Muntilan Jawa Tengah). Journal of Islamic Economics and Philanthropy (JIEP). E-ISSN, 03(03), 2655–335. https://doi.org/https://doi.org/10.21111/jiep.v3i03.4806
Jocelyn, J., & Amelia, A. (2022). Analysis of the Impact of Tempat and Promosial Strategies of Marketing Mix towards Consumer Keputusan Pembelian in Marutama Ramen. Jurnal Nusantara Aplikasi Manajemen Bisnis, 7(1), 93–106. https://doi.org/10.29407/nusamba.v7i1.16008
Kotler, P. (2000). Marketing Management, Millenium Edition. Pearson Custom Publishing. www.pearsoncustom.com
Kotler, Philip, & Kelvin Lane Keller. (2009). Manajemen Pemasaran (Edisi 13 Jilid 1). Erlangga.
Meher Neger, & Burhan Uddin. (2020). Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh. Chinese Business Review, 19(3). https://doi.org/10.17265/1537-1506/2020.03.003
Monica Juliyanti, A., Illahyana, R., Fikri, Z., & Yustati, H. (2022). Perilaku Konsumen Dalam Membeli Produk Halal Pada Mahasiswa Di Kota Bengkulu. Journal of Islamic Economics and Philanthropy, 5(1), 1–13. https://doi.org/https://doi.org/10.21111/jiep.v5i1.6574
Mufti, A. (2019). Kelayakan Usaha dan Penerapan Marketing Mix Islami Pada CV. Rumah Warna Yogyakarta. Journal of Islamic Economics and Philanthropy (JIEP). E-ISSN, 02(04), 2655–335. https://doi.org/https://doi.org/10.21111/jiep.v2i04.4308
Mulya Firdausy, C., & Idawati, R. (2017). Effects of Service Quality, Harga and Promosi on Customers’ Keputusan Pembelian of Traveloka Online Airline Tickets in Jakarta, Indonesia. International Journal Of Management Science And Business Administration, 3(2), 42–49. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.32.1004
Nasirun, N., & Noor, S. M. (2019). Role of Marketing Mix and Halal Certificate towards Purchase Intention of Agro Based Produks The Study of Waqf Participation in Malaysia View project. Internasional Journal of Modern Trends in Business Research (IJMTBR), 2(7), 37–46. https://www.researchgate.net/publication/332179874
Oktora, R., Syakilah, A., Kusumatrisna, A. N., Fernando, E., Wulandari, V. C., Untari, R., & Sutarsih, T. (2022). Statistik E-commerce 2022. https://www.bps.go.id/
Parmana, P., Fahmi, I., & Nurrohmat, D. R. (2019). The Influence of Marketing Mix Factors in Keputusan pembelianfor Wooden Furniture Case of Furnimart Bogor. Indonesian Journal of Business and Entrepreneurship, 5(1), 54–64. https://doi.org/http://dx.doi.org/10.17358/IJBE.5.1.54
Prastowo, B., Mahendratmo, J., & Ariyanti, M. (2019). Analisys Of E-Marketing Mix To Consumer Keputusan Pembelians Traveloka. Asian Journal of Management Sciences & Education, 8(1), 72–82. http://www.ajmse.leena-luna.co.jp/AJMSEPDFs/Vol.8(1)/AJMSE2019(8.1-09).pdf
Pribadi, A. R. (2019). Marketing Mix And Brand Image On Keputusan Pembelian And Post Purchase Behaviour: Case Study Of Jogja Bay Waterpark. International Quality Conference, 883–900.
Quddus Ramadani, I., Syaichoni, A., & Handri. (2022). The Influence Of Produk, Harga, And Promosi On Customer Trust In The Thrifting Business In Tulungagung Outfit. Al-Khanaj Journal Of Islamic Economic And Business, 4(2), 40–56. https://doi.org/10.24256
Rafi, M. (2023). Pengaruh Produk Tempatment Permen Kopiko Coffee Candy terhadap Keputusan Pembelian. Bandung Conference Series : Communication Management, 3(1). https://doi.org/https://doi.org/10.29313/bcscm.v3i1.6229
Rahmah, K., Sumarwan, U., & Najib, M. (2018). The Effect Of Brand Equity, Marketing Mix, And Lifestyle Toward Keputusan Pembelian At Coffee Shop In Bogor. In Journal of Consumer Sciences E (Vol. 03, Issue 02).
Rama, A. (2019). The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs. IOSR Journal of Business and Management (IOSR-JBM), 21(5), 22–28. https://doi.org/10.9790/487X-2105022228
Ramdhani, G. (2023). No Title. E-commerce No.1 Pilihan Pengguna Dalam Hal Belanja Online Jelang Ramadan 2023. https://www.merdeka.com/uang/e-commerce-no1-pilihan-pengguna-dalam-hal-belanja-online-jelang-ramadan-2023.html
Rares, A., & Jopie Jorie, R. (2015). The Effect Of The Harga, Promosi, Location, Brand Image And Quality Produks Towards The Keputusan Pembelian Of Consumers At Bengkel Gaoel Store Manado Town Square. Jurnal EMBA, 3(2), 592–604.
Rizaty, M. A. (2023, January 24). Transaksi e-commerce RI Tak Capai Target pada 2022. DataIndonesia.Id. https://dataindonesia.id/digital/detail/transaksi-ecommerce-ri-tak-capai-target-pada-2022
Sitanggang, F., Sidebang, A., & Mirza, D. F. (2020). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Ban Sepeda Motor Merek Swallow Pada Pt. Industri Karet Deli Medan. Tijarah, 1(19), 135–142.
Sudari, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage Produks. Management Science Letters, 9(9), 1385–1396. https://doi.org/10.5267/j.msl.2019.5.012
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). CV Alfabeta.
Utami, N. N., & Genoveva. (2020). The Influece Of Brand Image, Halal Label, And Halal Awareness On Customers Keputusan pembelianOf Halal Cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355–365. https://doi.org/10.24912/jmieb.v4i2.8381
Vincencia, M., & Christiani, N. (2021). The Effect of Produk Quality, Harga, and Promosi toward Students’ Keputusan Pembelian for Telkomsel Produks. Review of Management and Entrepreneurship, 5(2), 127–150.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect of Marketing Mix on Keputusan Pembelians. Jurnal Manajemen Bisnis, 11(2), 163–176. https://doi.org/10.18196/mb.11295
